Apple is hiring luxury fashion executives in part because it wants to become a high-end lifestyle brand.
Angela Ahrendts, CEO of Burberry, is an inspired choice by Apple CEO Tim Cook to run its retail and online businesses. She could become the change that changes Apple and be a future CEO candidate. Or fail spectacularly. Either way it will be fun to watch.
The tech firm will next year have a retail chief for the first time since October 2012, when the less-than-successful John Browett was booted out.