Angela Ahrendts becoming CEO of Apple?

Discussion in 'Apple, Inc and Tech Industry' started by VinegarTasters, Jun 14, 2014.

  1. VinegarTasters macrumors 6502


    Nov 20, 2007
    Why would anyone drop down from CEO to a VP position of another company? Unless she was offered the CEO position if performance on her new job was satisfactory within a certain time period. So Angela Ahrendts is probably going to be groomed to be CEO of Apple. She is going to change Apple into a luxury brand instead of the more associated "technology" company that it is in right now. I don't know who is pushing these recent changes but I think buying Beats (a company based on brand rather than technological capability) also had something to do with the change in direction. Getting Dr. Dre and the other music guy on board speaks out loud on the new direction Apple is going. (Strong preferences for brand compared to technology, as Beats headphones are not famous for good technology).

    What will happen to Apple in 5 years? They will start getting very expensive (Donna Kara and Burberry are famous for being extremely expensive luxury products when Angela Ahrendts were CEO at those companies). I don't know if this will mesh well with Apple (NeXT did not do too well selling $8000+ computers, but Macintosh and Apple II did pretty well selling near $1000+). If Apple is going to move towards the high end, that leaves the Android devices fighting for the lower end (unless Samsung copies Apple's new luxury brand strategy direction too). If talking about cars, probably Androids would be like the Toyotas and the Hondas (good technology and not very expensive), while Apple would be like Rolls Royce or Cadillac (luxury brand, not too good technology). If Apple can maintain good technology maybe they can be like BMW or Mercedes Benz (expensive luxury, but has good technology too). Apple is probably getting a little scared unless it can keep investing in high technology. I am really surprised at how fast Sony Xperia is moving, already past (or close to passing) Samsung and probably HTC One in technology and features wanted. Apple is actually behind catching up to them in resolution and size (but their iPad is still ahead of the pack).

    I hope Angela Ahrendts doesn't ruin Apple, but moves it in the right direction. The masses would rather drive a Lexus technology at a price point of Honda, rather than a Rolls Royce that is only for show with poor technology and only 1% of the wealthy people buy them. What is the point of NeXT computer if hardly anyone uses them? Apple changed more lives with Apple II and Mac.
  2. nnacrumors macrumors 6502

    Jun 12, 2014
    I see no reason why Tim Cook (hand picked and endorsed by Jobs) would be replaced. It's not like Apple isn't the most profitable company in the world under his watch. Apple also isn't the type of company to just switch CEO's every few years for the fun of it while things are going great.

    Because it's Apple? Probably makes more as a VP than she did as CEO of the other company ;)
  3. CallOfDuty, Jun 14, 2014
    Last edited: Jun 14, 2014

    CallOfDuty macrumors 6502

    Jun 23, 2012
    From apple's website:
    ''Angela is responsible for the operation and expansion of Apple retail and online stores, which have redefined the shopping experience for hundreds of millions of customers around the world. Apple retail stores set the standard for customer service with innovative features like the Genius Bar, personal setup and one-to-one personal training to help customers get the most out of their Apple products''
    I don't see any reference to her having all the power setting prices and moving the market towards the high-end consumers. She's only in charge of mainly retail experience AKA how you shop with Apple.
    Besides, the iPhone 5C is only proof that Apple wants to move to catering to the mid range market, and then the sale of the 4S is another evidence that Apple is trying to capture the budget market as well.

    Anyway, in my honest opinion having a bigger screen, a clocked up processor is technology in a sense, but its not innovative. Want to make your phone faster? Bump the clock speed. Want to make the display pop? Make the screen bigger, and assume a bigger display is the way to go. This isn't innovating technology. Apple keeps clock speeds lower, yet bests performance than others. Apple might not have the largest screen, but it has one of the best displays on the market. (of course, the S5's display is phenomenal)
    Imo the resolution and display size rat race is ridiculous. Its the whole megapixel thing again. Just recently consumers realized megapixels mean absolutely nothing when the 5S, according to reviews, manages to keep up with the S5's 16 megapixel camera in many ways. Soon, consumers will realize resolution and size can only be the comparative factors to a certain limit.
    In a way, Apple is already a company building luxurious phones and theres nothing wrong with that. the iPhone 5C is priced above the market price range of mid range phones, yet there is still considerable sales, not overwhelming but still lukewarm at the very least. No sane company would price their phones way beyond the market price unless they want to be out of business. You will never be seeing a $2000 iPhone unless it does time travel and bend space fabric. Just my 5 cents.
  4. Arran, Jun 14, 2014
    Last edited: Jun 14, 2014

    Arran macrumors 601


    Mar 7, 2008
    Atlanta, USA
    More money: Same reason everyone else changes jobs.

    The hiring of Dre, Iovine, Ahrendts, Deneve, et. al., is the board beginning to realize how multi-faceted Jobs was. These hirings from the consumer world is Apple's attempt to incrementally rebuild the talent it lost in Jobs passing.
  5. sviato macrumors 68020


    Oct 27, 2010
    HR 9038 A
    Doubt this would happen before Cook retires or if at all.
  6. DBZmusicboy01 macrumors 6502a

    Sep 30, 2011
    NO WAY!! If she does...Apple would certainly be DOOMED but only because she is known to be greedy with the way the company should price things and Apple is still good because it's still somewhat affordable without just being exclusive to the super rich people. Imagine if the iPhone was priced $1000+
    Apple fairly price things these days. Not amazing but not bad.
    who should be the next CEO of apple ? Well the one that has lots of talent and an amazing character is ( Craig Federighi ) FTW
  7. iamMacPerson macrumors 68030


    Jun 12, 2011
    No. She just came on! Why would she become the next CEO if she just came on? In my eyes, if Cook does step down (which I don't see happening anytime soon) one of three people will take over:

    Jonny Ive
    Craig Federighi
    Eddy Cue

    All of them are long time employees at Apple, and I think they would have the right skill to run the company.
  8. iamMacPerson macrumors 68030


    Jun 12, 2011
    The point of NeXT was to be a high-end computer company making NeXTSTEP (later OPENSTEP), the object-orianted OS. A lot of people seem to forget them, or where we would be without them. For one, the internet might not be the same way it is now; Tim Berners-Lee used a NeXT Cube as the very first web server. Apple also wouldn't exist today; Steve Jobs returned to Apple because Apple bought NeXT. Meaning, without him, there would be no iMac, no iBook, no Apple. Even if they did survive, OS X (or whatever it would now be called) would be completely different since OS X is based on NeXTSTEP/OPENSTEP. And because iOS is based off of OS X, we wouldn't have the iPhone or iPad. Hell, no Apple TV!
  9. Oohara macrumors 68020


    Jun 28, 2012
    Burberry - Revenue £1,998.7 million (2013)

    Apple Inc. - Revenue US$ 170.91 billion (2013)

  10. mtneer macrumors 68030


    Sep 15, 2012
    Angela maybe great at fashion, but does she have the right chops to shape the direction of the entire technology industry? Some of these decisions maybe unpopular (no netbooks, drop 17" etc.) - which only Apple has been able to do so far.
  11. setite macrumors regular

    May 29, 2014
    As has already been stated, VP of Apple likely trumps CEO of Burberry in every way. The pay packet is likely superior, the responsibilities are greater and the position is likely a more exciting challenge. For a CEO at her level it's likely a matter of a change of scenery and the challenge of seeing if she can do the job.

    It doesn't hurt that as long as she doesn't bomb it, her name is now close to a household name where she was a nobody before. People know the names of the C-Suite of Apple, Google etc. But who the hell knows who runs any fashion company unless there name is Tommy Hilfiger, Louis Vuitton, etc. I'm just assuming there are real people with those names running those companies because I haven't the foggiest idea.
  12. numlock macrumors 68000

    Mar 13, 2006
    god forbid.

    perhaps you can exclude federighi but the other two have had a hard enough time being at the top of their game in their respective departments. if anything its time for them to move on. complacency kills
  13. SandPebble macrumors regular

    Oct 18, 2012
    Interesting to contemplate. Why not?

    Didn't she get a boatload of stock options to come to Apple?
  14. D.T. macrumors G3


    Sep 15, 2011
    Vilano Beach, FL
    I would not be surprised if he isn’t the next CEO of Apple.

    Not only does he have an outstanding technical understanding of Apple products (not to mention his time at NeXT), he’s been deep enough in the corporate structure to know how it operates ... and he’s the most dynamic “front man” at Apple.

    Just back him up with some solid business operational talent (not unlike TC).

  15. firewood macrumors 604

    Jul 29, 2003
    Silicon Valley
    Apple commands a larger percentage of the personal and mobile device market than BMW and Mercedes combined in the personal auto market. That percentage of customers at the higher end of the market is where their huge profits comes from. Not from the vaster numbers discount shoppers.

    Apple's stores make more money per square meter than Tiffany's.

    Keeping customers from that end of the market buying will be the key to Apple staying on top. Perhaps Ahrendts knows how to keep those customers walking in the door of Apple's stores. And she knows enough about operations to have made Burberry's financials look at lot better than when she started there.

    Federighi is pretty entertaining as Apple's new front man. But it takes more than being a good front man or tech manager to run a company as CEO.
  16. jeremysteele macrumors 6502

    Jul 13, 2011
    And lets not forget - his presentation skills, while definitely not up to Jobs' ability , are a hell of a lot better than Cook's.

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