Apple Lossless Audio CODEC (ALAC), announced last night that Angela Ahrendts, the former CEO of Burberry brought in to increase sales in Apple Stores, will leave the company, to be replaced by Deirdre O'Brien. The decision may seem strange, considering that Angela Ahrendts was very involved in the opening of new Apple Stores, and a great transformation for them, but the motivation is different.
Apple revealed a month ago that iPhone sales are the weakest in recent years, for Q4 2018, and the decision to replace the person in charge of Apple Stores was not taken without considering the problems with sales. Angela Ahrendts did not announce her departure to another company after finishing her contract with Apple, a sign that the replacement decision is not one that has been thought out in detail.
Apple FIRES the Person Responsible for Falling iPhone Sales
Angela Ahrendts worked for 5 years at the Apple company, during which she oversaw a considerable expansion of the number of locations that those from Cupertino have. More than that, it helped to change the way Apple Stores look, but also brought new initiatives to bring more customers, or potential customers, to Apple Stores.
Deirdre O'Brien has been in charge of Apple employees until now, and from now on she will also be in charge of Apple Stores, so we will see her more often at the launches organized by the Americans. If the change made by Apple will have a positive impact or not, we will only find out in at least 1 year, but sales will not recover too soon, unfortunately.
