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Burberry CEO Angela Ahrendts Joins Apple as Senior Vice President of Retail and Online Stores

John Browett: “Sencillamente no encajaba en Apple”

Do you remember the close collaboration between Apple and Burberry for the launch of the iPhone 5s? Well, it wasn’t a coincidence. The apple company has just announced that Angela Ahrendts , CEO of the prestigious British firm, will join Apple in a new position created specifically for her as senior vice president and member of the executive team.

Burberry CEO Angela Ahrendts Joins Apple as Senior Vice President of Retail and Online Stores
Burberry CEO Angela Ahrendts Joins Apple as Senior Vice President of Retail and Online Stores

Ahrendts will oversee the strategic direction, expansion and operations of both the physical and online stores, assuming the responsibilities of John Browett, former vice president of retail who was laid off last year at this time, and also taking over from the online stores, until now under the tutelage of Eddy Cue, vice president of Internet Services and Software and a key player in the creation of the Apple Store online back in 1998.

The CEO of Burberry has also expressed her satisfaction at joining Apple, something that will be formalized next spring.

Hopefully Angela will be more successful in this task than her predecessors, who have had difficulty fitting into the position left by Ron Johnson when he decided to jump into JC Penney (where he also did not fit in and ended up being fired). This news also confirms that Enrique Atienza, former vice-president of Levi Strauss and Disney stores, who was hired by Apple Retail a few months ago, will not be in the position, so it remains to be seen what his responsibilities will be in the company.

At Apple