Apple Bolsters Online Retail Team With Former Delta VP

Discussion in ' News Discussion' started by MacRumors, Mar 25, 2014.

  1. macrumors bot


    Apr 12, 2001

    Apple is beefing up its online retail team with the addition of former Delta Air Lines Vice President of Marketing Bob Kupbens, reports AdAge. According to his LinkedIn profile, Kupbens is now serving as Apple's Vice President of Online Retail after leaving Delta earlier this month.

    Kupbens originally jointed Delta in 2010 and before that, he spent eight years transitioning through several roles at Target, last serving as a vice president. During a 2013 AdAge conference, Kupbens spoke on the importance of "love brands" noting that every consumer has five brands "they really love."
    Like Target, Apple is undoubtedly a "love brand" for millions of people, inspiring its fans to wait in line for hours and even days for new products. Many companies even parody consumer dedication to the brand, with Samsung, for example, mocking Apple fans in an array of anti-iPhone commercials.

    Bob Kupbens will presumably work under Angela Ahrendts, who will begin her role a Senior Vice President at Apple in the coming months, leading both the company's retail and online teams. Ahrendts, who is currently transitioning out of her role as Burberry's CEO, will report directly to Apple CEO Tim Cook.

    With the addition of Kupbens and Ahrendts, Apple will finally have strong leadership for its retail division. The company has been without a leader since John Browett was fired in October of 2012 during a significant management restructuring.

    Article Link: Apple Bolsters Online Retail Team With Former Delta VP
  2. macrumors 6502a

    Dec 24, 2011
    Damn... happy for him even I have no clue who he is.
  3. macrumors member

    Sep 19, 2013
    Cincinnati, OH
    Delta has done a great job with their marketing in recent years. This looks like a strong hire.
  4. macrumors 68000


    Jun 8, 2009
    So did this guy turn Delta around? It used to have a rather mixed reputation at best...
  5. macrumors member

    Jan 13, 2009
    What could an airline guy do for Airline ? Nothing !!!!!!

    Bad Hire all-around
  6. macrumors regular

    Sep 5, 2007
    Love brand?

    I love that Target allowed my credit card information to be stolen.
  7. macrumors G5


    Nov 14, 2011
    He wasn't the CEO of Delta.


    He worked at Target prior to Delta. Isn't that where Ron Johnson came from?
  8. macrumors 603


    Dec 2, 2010
    Atlanta, GA
    He was great for Delta, and I'd imagine he'll do great things with Apple as well. Stand up guy with a lot of smarts.


    This makes no sense. An airline is a company, a brand, just like Apple. Airlines compete against other airlines, just like Apple competes against other computer/phone companies.

    It's all about making consumers want to buy your product.

    Also, he worked for Target before Delta.

    I'd say he's plenty qualified.
  9. macrumors 68020

    May 23, 2011

    Turning it around is strong, airline industry has it's share of bad service, but in terms of advertising and image, he significicantly helped improve delta.

    I absolutely love Delta's safety demonstration video! Hands down best I've seen (especially the no-smoking chick)
  10. macrumors 6502

    Jul 4, 2012
    I hope this is a good hire. Just my opinion, however I do not think Delta or Target are particularly impressive.


    Tyler23: Just curious, what did he do that was great for Delta?
  11. macrumors regular


    Sep 9, 2009
    SacTown, CA
    And the award for vaguest MacRumors forum post ever goes to...
  12. macrumors 6502a


    Apr 28, 2011
  13. macrumors 68030


    Sep 3, 2010
    thank you, Mr. Expert.

    where's your company's website? dying to see how your business acumen is paying off for you...


    if you dont think Target is a successful, loved retail brand, then you havnet been paying attention.
  14. macrumors 68020


    Nov 23, 2011
    ...who does the award go to? Stop being so vague! :p ;)
  15. macrumors member

    Aug 11, 2010
    He won't have much affect on the products, so this hire doesn't concern me at all.

    I don't think he can do much with the Apple brand - it's already so well defined and the fan base or its community is already so matured. In my mind he got one of the easiest job. Just keep doing what the existing team is already doing.
  16. macrumors regular

    Apr 16, 2008
    Houston TX
    I wonder if this includes the App Store, it needs help.
  17. macrumors P6

    IJ Reilly

    Jul 16, 2002
    Well I dunno. Kinda. Maybe.
  18. macrumors 65816


    May 20, 2002
    Dallas, TX USA
    Delta? I wasn't thinking the airline. I was thinking the faucets. :rolleyes:
  19. macrumors regular

    May 15, 2011
    "I used to work at Target and when you went to a cocktail party and you told people that you worked at Target, you know what they'd say?" he asked. "'I love Target! I'll give you a big hug!' You know what people say when you tell them at a cocktail party that you work at Delta? 'I hate you! You lost my bag! You had me on the tarmac for seven hours. I'm going to kill you!' It's different when you work for a love brand.”

    :D I knew where he was going with this before I read the whole quote.
    Made me laugh.
  20. macrumors 601


    Mar 2, 2012
    What could a computer guy do for Pixar? Oh wait...
  21. macrumors 6502


    May 19, 2009
    I look for opportunities to get 'up' on things before I get 'down' on them, but my wife and I long ago decided we'd never fly Delta again ... even if we have to walk.

    Here's hoping Bob does a better job for Apple than he did for his previous employer.
  22. macrumors 603


    Aug 5, 2010
    If you can't at least offer some kind of reason for that, you're just trolling.
  23. macrumors regular

    Apr 1, 2011
    I guess the guy deserves a chance, but if an airline executive runs Apple then expect the stores to get even smaller, prices to go up, each iPhone costing a different price to a different customer, even if bought at the same time at the same store, and every now and then making you stand there waiting to check out for hours on end for no specified reason. Oh, and don't forget the body cavity searches at the door.
  24. macrumors member

    Dec 16, 2004

    Why is it that I feel no faith, lately, with Apple? I genuinely, don't know. It's just this sense of impending doom I feel every time I read another story about Apple. I'm just not feeling the sense of continuity and strength when Steve was around. I'm an Apple follower (user) since 1994. Even THEN, I felt hope. I just don't get that anymore. I want this monkey off my back. I want to see some real leadership.
  25. macrumors 68000

    Dec 13, 2010
    For a minute there I though you were describing Comcast :eek:

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