Angela Ahrendts' Makeover of Apple Retail Outlined in New Profile

[iObama]

I go to Apple stores to either look at and try out products, buy stuff or get stuff repaired. Not sure how to relate to anything of what she says in this video. Does this really resonate with anyone? "Building a relationship" – "No different than fashion" – "you trust what we're teaching you" – "someone you trust to make a better version of yourself" – Really?

Yes, it resonates with millions of people. It's about how you make customers FEEL, not just about having a showroom floor. Whether or not Apple is a massive corporation who could give two ****s about peoples' lives, they're making people FEEL like they're a part of the local community.

 

[tatsuki]

I for one am thoroughly sick of the almost religious language and significance Apple and other tech companies try to instill into their product and retail lines. They are, through their language, trying to make their products something they are not; they are tools and nothing more, trying to make them into almost religious icons is nauseating.

 

[old-wiz]

Interesting that she actually gave my local store in Indianapolis some love!

. The Burlington Mass store has been closed since April 23 with no sign of re-opening,
Even the usual blank wooden covers on the front have been replaced by fully painted and carefully built covers. I was hoping they would open by the time iPhone 8 is out, but there is no sign of anything. The mall they are in still seem healthy and the Apple store was always busy but now we have to drive on really crowded expressways to get to the next closest store. be they will reopen for Christmas? 2018? Maybe for the iPhone 11?

 

[fmalloy]

"Ahrendts has tweaked parts of Apple's retail "software" by changing employee t-shirts to a softer material, and removing lanyards so employees "make a human connection" with customers."

Wow. Worth every penny of the millions she is compensated.

Who else could come up with such brilliance?

 

[old-wiz]

Everyone knows she's Tim's successor for CEO of Apple. It's starting to become obvious at this point. They sure as hell aren't putting a hardware or software guy at the top.

AGH! If you compare the Burberry stores to the Apple stores you would find that the Burberry stores are very un-welcoming and the sales people look down on ordinary people. Unless you drive at least a Mercedes and wear very expensive clothes you are likely told "delivery people should use the back entrance." Their store don't encourage you to try things on. Changing the Apple store to having only a few models of different devices and an unwelcoming store and snooty employees would be a disaster.

 

[avenjer]

Apple recently relocated their store at the Woodfield Mall in Schaumburg, IL.

I was in there yesterday. They have big video wall where the Genius Bar would normally go and the lighting in the store is cranked up to a point where its almost unbearable to be in there.

 

[Wowereit]

I find it difficult to look at pictures of AA, too many funny faces and she kinda looks like she could be Tim Cook's sister, which is weird.

She's giving me that really 'fake' 'soulless' vibe every time I watch her.

 

[Larry-K]

Yeah, those lanyards were always ruining my Apple Store Retail Experience.

 

[vmachiel]

All I want from an Apple store is to check out the new products, and fast service at the Genius Bar. Im not gonna hang around there.

 

[kazmac]

I definitely feel a colder, more corporate vibe whenever I go there now. Angela's fake smile in every single shot heightens that feeling.

I am glad that employees are getting more under her tenure (as they should), but I feel bad for those folks too.

The assembly line vibe of getting customers in and out may be great for product launches and the almighty dollar, but they need to be sure the staff is properly trained to handle this. That kind of service resulted in 3 iPhone activation kark-ups in December.

The beautifully working products should come first. Then build excellent customer service and finally nice stores that draw you in because of the product and the fine service you'll receive inside. TBH, I just want products that work and people who can assist me in a polite and prompt manner.. I don't need or want all the image bs. I know why I buy Apple: No smoke or mirrors necessary. I enjoyed the original Apple stores because I knew what I was there for, the awesome products and excellent help.

 

[KingslayerG5]

Steve Jobs was a ball-buster. Same with Scott Forstall. Once they lost fierce deliberations, they lost their hunger and vision. Someone needs to light a firecracker under Apple where the sun don't shine.

If say we never knew who Tim or Angela were but needed to pick a leader and got to know them for a week, I would take the woman. Tim lacks SWAGGER. Apple needs a leader. Not a YES MAN and bean counter.

Apple became fat cats. Angela looks like a ball-buster if you tick her off enough. That's how women are. Apple needs a lioness. What makes you think I love Cersei?

 

[britboyj]

Ruined is more like.

I spent a lot of time at Apple Retail. I have a certificate signed by Steve. My time visiting Apple Stores after leaving has been a uniformly downhill experience, especially post Ron Johnson (say what you will about JC Penney, he understood Apple).

As a business customer, it's been even worse. No more quick drop. My iMac broke. I knew what the issue was. Not only does the new system mean I had to wait FOUR DAYS for an appointment, but when I got there I talked to the first person at the door, who sent me to a person whose only job was to check me in. Then junior genius then asks me some questions and says "Okay, a genius will be along shortly." Thirty minutes later, I explain everything AGAIN and it concludes with "Yep, we'll have to check this in to really see what's up."

Any of those people just standing around WON'T LET ME CHECK OUT IF I JUST WANT TO BUY SOMETHING EITHER.

This level of specialization is insane, and a waste of money.

 

[The Cappy]

Everyone knows she's Tim's successor for CEO of Apple. It's starting to become obvious at this point. They sure as hell aren't putting a hardware or software guy at the top.

That would be very unfortunate. Tim Cook was a legendary COO, a guy whose genius for pipelines and strategy helped right the ship. Has she been legendary in her position? Come on. She hasn't ****ed up royally. That's a lousy reason to groom a person to head a company.

 

[Altis]

I for one am thoroughly sick of the almost religious language and significance Apple and other tech companies try to instill into their product and retail lines. They are, through their language, trying to make their products something they are not; they are tools and nothing more, trying to make them into almost religious icons is nauseating.

Talk is cheap.

Tim can go on and on with arbitrary, meaningless platitudes about how much you'll "love" everything they're doing...

Meanwhile the Mini is 4 generations behind in CPU and the iPhone calculator only works if you tap as slow as molasses, lest the input-blocking that's plagued iOS for 4 years now ignores your inputs.

 

[CartoonCat]

I really wish she wouldn't use the phrase "fake news". It's use only works to legitimize the idea that the media is inherently untrustworthy.

Most of them are.

 

[jbizzybeetle]

I can’t like the woman. I call her “the bag lady.”

 

[Rojaaemon]

Awesomeness, right there ....

I was hoping for some sort of Apple sailor suit or maybe an Apple blazer with embroidered breast patch.

 

[Tsuchiya]

It was such a happy moment for me, realising that I wouldn't have to be a Specialist anymore.

Apple Stores are stretched. The volume of customers is simply staggering. You can't make "meaningful" connections when you're serving that many customers per shift. You can try, but it's exhausting. You want to escape sales? Cool, what's your business revenue? How many intros are you doing per shift? Argh.

Angela and the management team don't live in the same world their retail staff do. They pop into the nicer stores during quiet periods for their photo ops, but I'd love for some of them to actually experience what it's like at 5pm on a Saturday at a non-flagship.

Finally "town squares?" Get out.

 

[jeff051177]

Marketing BS, snake oil, emperor's new clothes.... whatever your chosen expression, this is it in it's purest form. It almost reads like parody.

She's changing stuff for the sake of it - just to justify her position/enormous salary - surely everyone can see that? No? I guess some people are just really susceptible to this kind of thing

 

[richsw]

I have made a TON of money with Apple stock. That means there must be a TON of happy customers. Every "for profit" company would love to be like Apple. Keep up the good work, I want to retire soon.

 

[tkermit]

I have made a TON of money with Apple stock. That means there must be a TON of happy customers.

I'm not sure that's how it works. Anyway, you would have done even better if you had invested in MSFT over the past 5 years.

 

[HallStevenson]

No he isn't and he shouldn't be in charge either.

I suggest you look at Apple's stock prices as well as their sales revenue over the course of Tim's time as CEO. People at this website may not like the decline in Apple's software quality, the slowdown of innovation on the hardware side, etc, but that doesn't matter when Tim's performance is looked at.

 

[AdonisSMU]

Angela is doing just fine. She needs to milk the community gathering place aspect more. I think she is onto something here but the retail vision is not fully realized yet.
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It says something when your biggest accomplishment is making t-shirts softer. I can't wait for the Cook/Cue/Ahrendts era to be over.

You miss stuff when you read only half the material. Angela improved wages and benefits for thousands of employees. You’re over here in a huff about her spending a nickel on better work attire for employees.

 

[FRVES]

I would love to see a Glass Enclosed Training Room inside the stores. While the classes are wonderful it is often difficult to hear the instructor and maintain concentration in a noisy environment.

 

[Playamonte]

I live in Valencia Spain and have visited the store there twice, both of these visits were not pleasant for me.
The first visit (as a new Apple owner) was to ask why my iPad would not connect to my other devices via bluetooth (non apple) that in my ignorance I just assumed would.
Wait to see a genius if you like ?
? looks like that may take a while I said.
Yes but they will be able to sort it for you, did you buy the iPad here ?
No I bought it last week at MediaMart.
In that case you must take it back there !
Once home google told me what I needed to know (you live & learn)

Second visit was very similar as I was in the city anyway & not far from the store (again just wanted some info)
Talk to a employee with the red (?) headphones I was told at the desk.
Queue of people waiting to talk to someone with white headphones so gave up on that one & walked out.
I accept that I am of an age where waiting to see someone about their products use should not take that long & should that be the case then have somewhere to sit but I could not see anywhere to sit & wait inline (unusual for Spain)

Yes nice slick looking places with nice products to try but unless I am buying one will not bother again myself unless forced to via an appointment as those I did speak to there (briefly) were not that interested it my issue's.