Burberry Former CEO Will Leave Apple And Successfully Perform Its Duties.

For all to see, Apple Store, which sells electronic products such as mobile phones and tablet computers, is becoming more and more like the social Plaza of the city center in recent years.

The store not only increased the category of headphones, audio and other products, but also took many public courses such as painting and photography.

This is the change that has taken place in the past five years by Apple Ahrendts Angela, a senior vice president of global retail, for the retail mode of Apple front-end stores.

Ahrendts was once known as "Burberry Tim Cook". She left the Burberry global CEO five years ago and then went to apple, earning eight times the salary of Apple CEO, and became the first female executive in Apple Corp history.

This decision has attracted the attention of the technology industry and has been identified as a symbol of the integration of luxury and technology industries.

However, in the western United States on Tuesday, Ahrendts announced that he would leave Apple in April 2019.

She claims to be pursuing "new personal and professional goals": "the past five years have been the most exciting, challenging and fulfilling career in my career."

At present, the specific whereabouts of Ahrendts are still unknown.

Ahrendts continues to perform retail duties is the original management personnel vice president of Deidre O 'Brien, O' Brien is Apple company has been performing for 30 years veteran.

Ahrendts's departure led many to speculate whether Apple retail business is facing new reforms.

In the past five years, Ahrendts has set Apple Store as the direction of "Town Square", which has changed the setting of products sold in stores. People can open classes, participate in forums and activities in Apple Store.

However, the strategy of "Town Square" has also been questioned. Many analysts believe that this approach is not in line with the brand image of high-end technology products.

Another major task of Ahrendts is to boost Apple's online business performance, and it is her success in linking up online and offline to enable consumers to book mobile phones online and to pick up goods from stores.

But these efforts still failed to stop the market's doubts about Apple's lack of innovation in recent two years.

In January 3rd, shortly after the Apple lowered its first quarter revenue forecast, Goldman Sachs said that Apple would probably have to cut its annual performance.

With further decline in performance, Apple's share price will also decline.

"According to the demand trajectory of the Chinese market in early 2019, we saw a further room for apple to further reduce its performance in fiscal year 2019," Goldman Sachs analyst Rod Hall said in a report to clients.

Slowing demand in China has undoubtedly become a big worry for Apple's performance today.

Apple has been emphasizing the Chinese issue since the second half of 2018. The investment bank is not expecting the situation to improve in March 2019. Hall even compared the current Apple with the Nokia of that year. "As the economic growth slows down, consumers will delay the replacement of mobile phones longer and longer... Apple replacement rate is likely to be affected by the macroeconomic.

"

However, it is hard to say whether the pot of Apple performance should be backed by Ahrendts.

From a strategic point of view, the 58 year old Ahrendts entry apple still fits the call of the current market.

At that time, the global retail industry was in a predicament. In order to save sales, Apple began to expand its retail business, especially offline stores.

Ahrendts has experienced in the development of the high-end retail outlets. She has improved the store design, such as setting up big screens at the entrance of the store, replacing the store lights to increase the social experience in the store. This really benefits from many years of experience in the luxury industry, especially in establishing the strong emotional relationship between the brand and the fans. Luxury brands are first-class players.

In addition, the cross-border background of luxury goods and high-end technology products has also brought a very high brand effect to Ahrendts.

In the press conference, whenever Ahrendts is wearing a Burberry coat speech, the topic will generate extremely high search volume and heat.

Salesforeces's CEO Marc Benioff said: "(finding Ahrendts) is the best recruitment decision that Cook has ever made."

But with the departure of Ahrendts, there are more discussions about whether Apple's luxury strategy has failed.

In fact, the problem with Apple today is the contradiction between product upgrading and the mismatch of innovation rate and price growth. Retail mode and marketing method are not fundamental.

According to the New York Times, Neil Cybart, an independent Apple analyst, believes that at least Apple Store is still the most profitable store in the world, and the flow of people is also stable. It has not shown too many dangerous signals.

By contrast, the 52 year old O 'Brien succession is even more surprising.

Because she has already been responsible for more than 100 thousand employees' manpower work, and then has to increase online and offline retail operations. Cybart said that Apple would like to hand her such a huge role to her, hoping that the retail industry will be in the hands of the company's veterans.

At present, some of the company's objectives in the Ahrendts term have not changed, and Apple will continue to expand its store business.

Today, Apple operates 506 Direct stores worldwide, and Ahrendts has helped increase the number of stores by 25%.

Next, Apple will also pay more attention to the layout of key cities such as Chicago and Milan.

Wedbush securities analyst Daniel Lves and Strecker Backe said in a research report that the focus of O Brien is to stimulate China's demand, so China's retail experience is very important.

What they think is more important is that employing an insider in difficult times is better than moving out of the army.

"Although the timing of Ahrendts's departure is a headache, it may be a good thing for Apple to change."