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Apple has announced that Angela Ahrendts, CEO of Burberry, will be joining Apple in a newly created position, as a senior vice president and member of its executive team, reporting to CEO Tim Cook. Earlier this year Apple hired Paul Deneve, chief executive officer of Yves Saint Laurent Group, to work on special projects.

“I am thrilled that Angela will be joining our team. She shares our values and our focus on innovation, and she places the same strong emphasis as we do on the customer experience. She has shown herself to be an extraordinary leader throughout her career and has a proven track record,” said Mr. Cook.

Ms. Ahrendts will have oversight of the strategic direction, expansion and operation of both 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 am profoundly honored to join Apple in this newly created position next year, and very much look forward to working with the global teams to further enrich the consumer experience on and offline,” said Ahrendts. “I have always admired the innovation and impact Apple products and services have on people’s lives and hope in some small way I can help contribute to the company’s continued success and leadership in changing the world.”

Ms. Ahrendts will join Apple in the spring from Burberry, where she serves as CEO and has led the company through a period of outstanding global growth. Prior to Burberry, she was executive vice president at Liz Claiborne, and earlier in her career she served as president of Donna Karan International.

Angela Ahrendts is that second fashion business guru that Apple hired this year to lead various initiatives many of which are not described properly. It is generally believed that Apple wants those executives to form teams of designers capable of creating wearable computing gadgets, which are believed to be a big thing of tomorrow.

Tags: Apple, iWatch, iPhone, iPad, iPod, iOS, Macintosh, Business

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