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.