Apple's Deirdre O'Brien talks lessons learned from coronavirus response
Apple SVP of retail and people Deirdre O'Brien in an interview on Tuesday spoke about the lessons learned from dealing with the ongoing coronavirus pandemic, an ever-changing situation that forced companies to strike a balance between in-person and remote work.
Speaking at Fortune's Brainstorm Tech conference, O'Brien admitted that shifting Apple's corporate and retail operations to a largely work-from-home strategy was a monumental undertaking.
"If you had asked me a couple of years ago, could Apple do what we've done this year on shifting to working from home, I would have been challenged to imagine it," she said.
The tech giant was forced to shutter retail locations and corporate offices around the world early this year as the severity of the virus was thrown into sharp relief. Starting with China in February, and rapidly extending to Europe and the U.S., Apple was forced to close stores and offices in a bid to protect its workers and customers.
While the threat remains, Apple is slowly moving toward a new normal instructed by months of pandemic education. Stores are reopening -- but with strict social distancing safeguards -- and employees are trickling back into Apple Park. While many, including Apple, turn to virtual experiences as a replacement for in-person meetings, O'Brien says face-to-face encounters are at times necessary.
"We also do feel that collaboration, and many times face-to-face work, does allow us to do our best work and sometimes move a little faster," O'Brien said, adding that Apple will "find that right balance" between remote and in-person contact.
Physical presence is especially important for Apple's lucrative retail chain, where customers have a chance to test drive new products like iPhone and Mac. The inherent intimacy of certain items, such as Apple Watch and other wearables, has posed a particular challenge to the tech giant.
"We want to make sure, especially as you come into our stores, that you can experience everything that we have to offer," she said. "That's been a bit more challenging in this socially distant environment. I'm really hoping we'll be able to go back to a full experience situation in our stores for our customers."
For now, Apple is making do with highly restricted store occupancy rules, customer screening, mask requirements and other accommodations. The company has also conducted completely virtual special events -- including a massive effort for WWDC -- and moved some of its usual offerings, like Today at Apple sessions, online.
Speaking at Fortune's Brainstorm Tech conference, O'Brien admitted that shifting Apple's corporate and retail operations to a largely work-from-home strategy was a monumental undertaking.
"If you had asked me a couple of years ago, could Apple do what we've done this year on shifting to working from home, I would have been challenged to imagine it," she said.
The tech giant was forced to shutter retail locations and corporate offices around the world early this year as the severity of the virus was thrown into sharp relief. Starting with China in February, and rapidly extending to Europe and the U.S., Apple was forced to close stores and offices in a bid to protect its workers and customers.
While the threat remains, Apple is slowly moving toward a new normal instructed by months of pandemic education. Stores are reopening -- but with strict social distancing safeguards -- and employees are trickling back into Apple Park. While many, including Apple, turn to virtual experiences as a replacement for in-person meetings, O'Brien says face-to-face encounters are at times necessary.
"We also do feel that collaboration, and many times face-to-face work, does allow us to do our best work and sometimes move a little faster," O'Brien said, adding that Apple will "find that right balance" between remote and in-person contact.
Physical presence is especially important for Apple's lucrative retail chain, where customers have a chance to test drive new products like iPhone and Mac. The inherent intimacy of certain items, such as Apple Watch and other wearables, has posed a particular challenge to the tech giant.
"We want to make sure, especially as you come into our stores, that you can experience everything that we have to offer," she said. "That's been a bit more challenging in this socially distant environment. I'm really hoping we'll be able to go back to a full experience situation in our stores for our customers."
For now, Apple is making do with highly restricted store occupancy rules, customer screening, mask requirements and other accommodations. The company has also conducted completely virtual special events -- including a massive effort for WWDC -- and moved some of its usual offerings, like Today at Apple sessions, online.
Comments
The result is, those who are permitted to come into work almost always do so of their own accord. And that’s a very good thing.
People hated the Burberry lady.
I had a similar experience with my AirPods.
A 1 week out appointment. Got there and repeated everything we did on the phone with support. Then was told they don't have them in stock and I have to call support to order replacements. Got home, called, they said I would be receiving an email with a link to enter my credit card number as a hold until I sent mine back.
Never received the email. Called a few days later, just before the Thanksgiving break, explained what happened. Entered my card only to be told I couldn't have the replacement AirPods shipped to where I was going to be. They could only be shipped to my house. I hated the whole process.
Went to get an M1 Mini at a local Apple store a couple weeks ago, just inside , the whole front entrance was cordoned off with a wall, with 3-4 booth like areas where an employee stood behind a seemingly thick piece of plastic with a few inches at the bottom to hand them payment, it did lift to create a larger opening to pass through some items back to you, if the box were small enough.. They scan a QR Code thats your order #, which you get when you online order for pickup, through the glass or plastic, the whole process and the wall is totally unnecessary in my book...
I also think its overkill at end of Apple Events to spend nearly 30-60 seconds of credits telling you how they protected everyone... not needed.. I would just assume that reasonable precautions were taken..