Apple’s Angela Ahrendts sends out first memo to retail staff

angela ahrendts

Angela Ahrendts began here tenure as Apple’s senior vice president of retail and online sales in early May. The former Burberry CEO has made a good first impression in her first month, garnering praise from folks inside and outside the company.

Today, Ahrendts sent out her first memo to Apple retail employees, which officially sets the tone for her incumbency. In the letter she thanks everyone for their hospitality, and pledges to continue to evolve the customer journey in stores and online…

As usual, 9to5Mac has obtained and posted the memo:


Thank you so much for an amazing first month, all your emails, and your kind words of support. I sincerely appreciate the warm welcome and all of your insights and perspectives, which have helped me quickly understand and genuinely admire Apple’s unique culture.

I have spent most of my time getting to know and understand the many functions and teams in Cupertino, along with our short and long term initiatives. I was thrilled to meet many of you at stores in San Francisco and London this month, and I’m looking forward to Tokyo and the Omotesando opening. Every couple of weeks, we will be visiting stores across the world to see and learn what we do best and hear your thoughts about opportunities ahead.

Looking to the future, I feel our greatest opportunity will be continuing to focus on and evolve the customer journey online and in our stores. Although technology is rapidly changing how customers shop, they still want to feel surprised and delighted by the personalized Apple experience we provide at every turn. That’s what makes us unique. Keeping the customer experience as simple as any other Apple product will also be critical as we expand into new markets, integrate our platforms, and develop new technologies.

Again, thank you very much for all of your kind words of support. I am honored to be working at Apple and thrilled to be working with you. I know together we will continue to enrich lives and communities.

Thank you and see you very soon.

Best always,


Apple first announced it had hired Ahrendts for retail chief late last year, replacing John Browett, who was at the company for less than a year before being ousted. Previously of Burberry, Angela has been recognized multiple times for her performance.

Details of her hiring are scarce, but thanks to an SEC filing, we do know that she received a $70 million signing bonus.