Angela Ahrendts Talks Concepts Behind Next-Generation Apple Stores at Most Powerful Women Summit

[otternonsense]

Actually I do believe she was hired as she turned round a failing, laughing stock of a company with a fashion brand no one would touch and made it profitable.

That's fine and dandy, but neither Apple Stores nor its brand were suffering -quite the opposite. Timmy hired her to take them from 99 to 100, and instead they're at about 80 now (from my own experience in Amsterdam and Brussels). Don't even get me started about the neglected merchandise.

 

[ElRojito]

I've often wondered why they don't have coffee shops within Apple stores..
Sure, I see the down-sides and hazards (!).. but it would not only be extra profits as they steal a large group of customers away from SB and C, it would fit with their ethos for the stores, and culture.

I would love that. The store always smells like a foot.
[doublepost=1476778669][/doublepost]

I can only imagine if they had a most powerful men summit...

Ilerminati

 

[Bacillus]

The hate is strong here.

From a $50 million signing, people might come to expect approx 50 times more than merely platitudes about a home feeling, liberal arts, child education whereas the actual merchandise is about 3 years outdated and expertise difficult to find.
It's not the stores that is the most important product Angela: it's the products...
With every phrase leaving your mouth costing around $50,000, start phrazing the basics right.
And spare us your hidden feminist agenda...

 

[otternonsense]

From a $50 million signing, people expect approx 50 times more than merely platitudes about a home feeling, liberal arts, child education whereas the actual merchandise is about 4 years outdated and expertise difficult to find.

Someone give this man* a cookie. If noone does, I will

*yes I did just assume your gender.

 

[jdillings]

The fact is the stores are pretty much still as Jobs and Ron Johnson left them. Ahrendts hasn't made a single game changing change to the store unless you count not having stock on launch day. For someone getting paid as much she is, she hasn't done much to justify the ridiculous salary.

 

[smacrumon]

I am liking the new store presentations. But please remind me, are we at Apple Store 2.0 or 3.0?

 

[Abazigal]

From a $50 million signing, people expect approx 50 times more than merely platitudes about a home feeling, liberal arts, child education whereas the actual merchandise is about 3 years outdated and expertise difficult to find.
It's not the stores that is the most important product Angela: it's the products

Except that Angela isn't responsible for updating Apple hardware, so it would appear that your anger and frustration is misplaced here.

And I would argue it works both ways. Apple is a lifestyle to be experienced, not just a bunch of standalone hardware. A memorable shopping environment increases the likelihood of selling Apple hardware, and plays into Apple's desire to control the whole consumer experience.

Rather, what she seems to be doing is helping to create a great ecosystem of products and accessories for Apple products, by ensuring that they are also sold in the Apple Store. For example, the latest Mavic drone is sold in the Apple Store, which makes it accessible to the same people who would own an iOS device (and vice versa).

This way, the Apple Store becomes the go-to place for the best Apple accessories. The popularity of these accessories can also help shape Apple's business strategies moving forward.

People who think Apple Stores are just for selling iPhones and Macs are vastly undervaluing its utility, IMO. They can provide a wealth of consumer data.

 

[neversink]

Angela Ahrendts, Apple's Senior Vice President of Retail, was the opening speaker for Fortune's annual Most Powerful Women Summit, speaking a little about the next-generation Apple retail stores, her vision for Apple's physical presence and more.

Ahrendts started the evening by talking about her background and how Apple CEO Tim Cook recruited her, mentioning that she originally tried to convince Cook she wasn't right for the job. Ahrendts said that her big pitch for Apple was to integrate Apple's retail and online stores and turn the company's physical prescence into a bigger part of the communities they operate it. Cook, much to her surprise, loved the idea.

She said that she believes that "the bigger the company, the bigger the obligation" of that company to do something other than rake in profits. One of the things on her agenda was education, so Ahrendts planned on a next-generation of Apple retail stores that could function as something more than retail stores.

The new next-generation store designs are the culmination of that vision, featuring a town square concept that's focused less on selling things and more on enriching lives. She notes that the retail side of the company tries to hire candidates based on their empathy and compassion so that they can enrich lives rather than salesmanship. For instance, Apple wants to teach kids things they can't learn in school, which is why the retail stores will start hosting Swift programming lessons for kids, teachers, and parents.

The lessons, which are currently available for teachers at Apple Union Square in San Francisco, will slowly roll out to next-generation stores by next year. Kids, teachers, and parents will be able to attend Apple retail stores and learn to code for free three times a day. Currently, Apple provides educational camps for kids during the summer.

Another driving force behind the next-generation stores was making the retail spaces represent the products better. "How do we make it so the best of Apple can come together in one place?" Ahrendts said they asked as they designed the new stores. Their solution was to map out everything people did on their devices and integrate them into the stores, which meant a larger focus on the liberal arts.

Ahrendts said that she's always been in a believer of Steve Jobs' "technology married with the liberal arts" philosophy, and that she wanted to increase the presence of liberal arts in the stores. She explained the new Creative Pro position at Apple retail locations is the liberal arts equivalent of the Genius, and that the two are equal in terms of importance. Creative Pros are supposed to help you figure out what to do with your Apple product, which could range from photography lessons to coding to learning how to make movies or music.

Another way of integrating the liberal arts with the retail stores is turning the stores into community centers. "On the weekend you'll see an artist sketching things or a guy playing a guitar," Ahrendts said. The goal is to help foster human experiences that draw people out of their digital bubbles. The town square concept also extends to naming. The accessory-laden "avenues" represent avenues bordering a town square, while the giant screens are called "forums" because they act as a hub for many activities.

Finally, Ahrendts said she considers the retail store the biggest product Apple has. Employee retention is also strong, with Ahrendts saying they have an 87 percent retention rate, better than the average retail retention rate of 20 percent. The company plans to have 95 next-generation Apple stores open by the end of the year.

Ahrendts has been the head of Apple's retail efforts since 2014, when she left her job as CEO of Burberry to join the Cupertino company. Earlier this month, Ahrendts had her title shortened from Senior Vice President of Retail and Online Stores to just Senior Vice President of Retail, reflecting Apple's new vision of tightly integrating its online and retail efforts. Similarly, Apple dropped the "Stores" from Apple store branding in August, reflecting a more singular experience as well as Apple's efforts to turn the store into more than retail outfit.

Article Link: Angela Ahrendts Talks Concepts Behind Next-Generation Apple Stores at Most Powerful Women Summit

 

[djcerla]

From a $50 million signing, people might come to expect approx 50 times more than merely platitudes about a home feeling, liberal arts, child education whereas the actual merchandise is about 3 years outdated and expertise difficult to find.
It's not the stores that is the most important product Angela: it's the products...
With every phrase leaving your mouth costing around $50,000, start phrazing the basics right.
And spare us your hidden feminist agenda...

Hate, indeed.

 

[Bacillus]

Except that Angela isn't responsible for updating Apple hardware, so it would appear that your anger and frustration is misplaced here
And I would argue it works both ways. Apple is a lifestyle to be experienced, not just a bunch of standalone hardware. A memorable shopping environment increases the likelihood of selling Apple hardware, and plays into Apple's desire to control the whole consumer experience.
Rather, what she seems to be doing is helping to create a great ecosystem of products and accessories for Apple products, by ensuring that they are also sold in the Apple Store. For example, the latest Mavic drone is sold in the Apple Store, which makes it accessible to the same people who would own an iOS device (and vice versa).
This way, the Apple Store becomes the go-to place for the best Apple accessories. The popularity of these accessories can also help shape Apple's business strategies moving forward.
People who think Apple Stores are just for selling iPhones and Macs are vastly undervaluing its utility, IMO. They can provide a wealth of consumer data.

Even more platitudes. From an ecosystem that people wanted to be in, it becomes an ecosystem that you secretely try to escape. So fine that kids can learn Swift (if it would really want to do that) and experience the new shop colors but it becomes all window dressing if the product line stalls.
Should kids be lured into Macs as their parents tend to switch to PC's (even if it is not "Angela's fault") ? We need some more heat at the right places (but "hate" is OK if you prefer that)

 

[neversink]

She was right. She isn't the right person for the job. Tim Cook isn't the right person for the job either.

This says it all: "Ahrendts said that her big pitch for Apple was to integrate Apple's retail and online stores and turn the company's physical prescence into a bigger part of the communities they operate it. Cook, much to her surprise, loved the idea.

"She said that she believes that "the bigger the company, the bigger the obligation" of that company to do something other than rake in profits. One of the things on her agenda was education, so Ahrendts planned on a next-generation of Apple retail stores that could function as something more than retail stores. "

Such baloney!!!! Apple Stores are located in upscale communities, upscale malls and upscale business districts. Such poor corporate propaganda. I hope people don't believe the pc lies coming out of her mouth. If Tim Cook really cared about giving back to communities (where Apple stores may not be located) he does not need to turn the stores into something other than it was meant to be. He can give directly to the communities and fund projects. Let the stores run efficiently and make a profit and then put some of that profit into worthy projects.

But stop feeding everyone all the lies about corporate responsibility. I just don't get this nonsense at all, and see through the "corporate responsibility" catch phrases and lingo and drivel that nearly every company spouts. "We care about the community and the people." Right!!! Sure you do!!!!

Just make good products, make some money and put the money into the projects you think will further education, help the environment, the hungry, etc. etc. But let's stop pretending.....

 

[Sandybox]

The genius of Apple products is that you don't need to play with them to know they will be good, certainly if you have been using their products for a while.

In that context the stores are frankly boring. Minimalist, nothing to do other than try and get served.

Yet another Apple exec appearing at an event for so called elites congratulating each other. Its pathetic really for adults to hold themselves in such high regard, whatever happened to humility and quiet competence?

Ahrendts has well and truly caught the "wait and see what great things are coming" bug. Trouble is, nothing ever comes. The rhetoric about doing more for society rather than a profits dash is hillarious too.....thats exactly what the recent lack of hardware updates is exactly about. She is a hypocrite.

 

[Glideslope]

I've often wondered why they don't have coffee shops within Apple stores..
Sure, I see the down-sides and hazards (!).. but it would not only be extra profits as they steal a large group of customers away from SB and C, it would fit with their ethos for the stores, and culture.

"iCafe", or Apple Joe?"

 

[MacAwesome88]

azx

 

[peterdevries]

Lookie Loos are given priority over people who actually want to buy something. It is a pain in the ass getting someone to get you product and check you out.

Maybe that is an issue in your local store. Globally Apple's stores are optimised in such a way that the floor is swarming with Apple employees that are all able to inform you about the products AND check you out. That model is much more customer oriented and fast, than standing in a line waiting before a clerk at a register checks you out.

If I need something in any Apple store I have visited (London, SF, NYC, Frankfurt, Amsterdam, Manchester and many more) I can look up the product and be out in 5 minutes. There are not a lot of other electronics stores that can beat that.

 

[MacAwesome88]

I'm extremely annoyed by the unkempt appearance and hippy-like culture of many Apple employees at my Local Syracuse, NY Apple Store.... they..(mostly the males) have faded, stained or dirty T-shirts on. Some look like they slept in a dumpster, and outrageous hair that looks unwashed and un-touched with a comb or brush for days with long wild beards and the women with freaky piercings that scare me away. I always wore a shirt and tie with jeans or slacks when I worked for "an authorized Apple dealer in the 90s. I'd like to see some attention to appearance of employees who look nothing like the beautiful surroundings at Apple Stores.

 

[Abazigal]

Even more platitudes. From an ecosystem that people wanted to be in, it becomes an ecosystem that you secretely try to escape. So fine that kids can learn Swift (if it would really want to do that) and experience the new shop colors but it becomes all window dressing if the product line stalls.
Should kids be lured into Macs as their parents tend to switch to PC's (even if it is not "Angela's fault") ? We need some more heat at the right places ("hate" is OK if you prefer that)

Which as I stress again, isn't Angela's fault.

I understand that there is a fair amount of frustration over apple's stagnating Mac line, but I don't think there is any correlation between that and Apple's renewed focus on the Apple Store.

 

[otternonsense]

Yet another Apple exec appearing at an event for so called elites congratulating each other. Its pathetic really for adults to hold themselves in such high regard, whatever happened to humility and quiet competence?

Yep. Apple execs may have had a buoyant presence, but this is pure self-aggrandizing fluff.

Ahrendts has well and truly caught the "wait and see what great things are coming" bug. Trouble is, nothing ever comes. The rhetoric about doing more for society rather than a profits dash is hillarious too.....thats exactly what the recent lack of hardware updates is exactly about. She is a hypocrite.

YEP. Still waiting on Cook's promise of "amazing things down the pipeline". 5 years is a long time, and each new product announcement event feels more senile and bloviated than the previous.

 

[captain kaos]

Exactly. I don't think she is right for the job, and anyone worth their $$ in the retail design industry knows that a wholistic approach in terms of online and built stores are the future - and that won Timmy over, give me a break.

I have been consistently disappointed with the retail stores since she took over.

I was thinking the same thing. THAT was her pitch? If thats the case anyone of us could've got that job.

 

[RuffyYoshi]

For the nextgen they'll fire anyone named Jack Headphone from the stores.

 

[verpeiler]

....see you at the genius grove... lmao

 

[peterdevries]

YEP. Still waiting on Cook's promise of "amazing things down the pipeline". 5 years is a long time, and each new product announcement event feels more senile and bloviated than the previous.

I agree that their lack of focus on mac hardware is absolutely obvious. I'm in the market for a 13" MBA upgrade, so am really excited about this rumored October event.

Still, many here think Apple or any other electronics manufacturer can just pull "new innovative gadgets" out of their bottom each year. They expect regular iPhone or iPad-like new product introductions, without understanding what is happening in the mobile computing market or the complexity of actual innovation. If you would ask most of those people what they would want, you would in most if not all cases not get an answer.

 

[otternonsense]

I agree that their lack of focus on mac hardware is absolutely obvious. I'm in the market for a 13" MBA upgrade, so am really excited about this rumored October event.

Still, many here think Apple or any other electronics manufacturer can just pull "new innovative gadgets" out of their bottom each year. They expect regular iPhone or iPad-like new product introductions, without understanding what is happening in the mobile computing market or the complexity of actual innovation. If you would ask most of those people what they would want, you would in most if not all cases not get an answer.

Goedemiddag peterdevries

I'm more than anticipating the rumored October event, with a MBP and iMac that have both gotten long in the tooth. I hope it will happen in the first place and it's not just wishful thinking on our part.

From where I see it, my disappointment stems from Apple's inability to live up to its own standards, not even going as far as to compare with the state of the industry. Apple was capable of stupefying product innovations like the iMac G4 and iPhone 4 (despite its antenna issues). It doesn't have to be an annual trend. This just isn't happening at all.

 

[Adam Warlock]

Ahrendts started the evening by talking about her background and how Apple CEO Tim Cook recruited her, mentioning that she originally tried to convince Cook she wasn't right for the job. Ahrendts said that her big pitch for Apple was to integrate Apple's retail and online stores and turn the company's physical prescence into a bigger part of the communities they operate it. Cook, much to her surprise, loved the idea.

So lemme get this straight: she didn't think she was right for the job but had a "big pitch" ready to land it anyway. And why would she be surprised he liked her big idea? Do people normally pitch ideas they expect will be turned down? What would be the point? To prove yourself wrong? All this coming from a person who was clearly very experienced at corporate climbing given her previous position. Right. What a bunch of self-serving twaddle! It all sounds very much like Julius Caesar refusing the crown three times.

She said that she believes that "the bigger the company, the bigger the obligation" of that company to do something other than rake in profits.

And yet all Apple does is continue to find new and exciting ways to rake in even more profits by squeezing suppliers, making it impossible to install less-expensive upgrades to their computers, keep playing fast and loose with tax laws, continue to sell old components at premium prices, etc. So they got the "rake in profits" part of the equation, so where is the "do something other than" part?

She notes that the retail side of the company tries to hire candidates based on their empathy and compassion so that they can enrich lives rather than salesmanship.

What's this mean? Sales reps who feel sorry for you because you're being ripping off with non-upgradeable, overpriced, older tech?

For instance, Apple wants to teach kids things they can't learn in school, which is why the retail stores will start hosting Swift programming lessons for kids, teachers, and parents.

Ah, so teaching kids a programming language that veers them towards Apple products is a selfless act to "enrich their lives", not a cynical ploy to recuit future generations into their eco-system. It's because the future is all about software and computers. I see. Does anyone really buy this? If they were really interested in teaching people skills that will truly enrich their lives--and be about more than just raking in profits--they should offer courses on how to balance and live within a budget or how to cook, for example, skills sorely lacking nowadays that could actually make a (positive) difference in someone's life.

Apple is a corporation whose sole purpose is to make money, just like any other company. I have no problem with that, nor with Angela Ahrendts' career. I do, however, take issue with the ever-increasing loads of corporate b_llshit we're fed. Stop trying to make things out to be other than what they are. Stick to making products consumers want to buy and services they like to use. Cut the crap and concentrate on reality instead.

[/rant]

 

[Smigit]

I wouldn't say my experiences have been bad since she came on board, but I wouldn't say it has been better either. I'm not a huge fan of the redesigns they did to the online side to integrate the Apple homepage and store. It works for core products, but I've found finding accessories and other products more of a chore since the redesign.

I also dislike how product launches have been handled under her. She talks about getting people into the store, to create this culture, but she's also killed off the day one line ups which despite it necessarily going against some common sense, was a popular event and something die hards could look forward to.

Perhaps I could excuse the killing off that aspect of the shopping experience if the online orders were being handled more efficiently, but ordering at the very moment a product goes on sale online is still frustrating. Preorders and reservations (in store pickups) are being handled via different queues rather than being streamlined in the checkout process. More frustrating is the experience is inconsistent across products. People were able to reserve iPhone 7's for in store purchase this year but the Apple Watch 2 was not available via this channel. Why not? They were being sold in store that same day? For a major product it was quite frustrating to be put on a 6 week backlog for an Apple Watch, with no option to make a reservation and there being some unknown race to e the first in the door come launch day (contrary to how they handled the phone).

Is the experience worse? Despite my complaints, probably not, but it is stagnant. Also while she might see inspiration in the idea of walking into the stores to have people drawing or playing instruments. I instead foresee someone with a notebook taking up space that I need to get around and some amateur musician playing music poorly. Why do they need this happening in a store anyway...why not do something to encourage it to happen outdoors, possibly through products.