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Apple names third retail chief in a post-iPhone era

Feb 06, 2019 13:59 IST
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Apple named its third retail chief in seven years, seeking to shake up store operations for a new era in which the company looks beyond pricey iPhones.

On Tuesday, Apple said company veteran Deirdre O’Brien will replace Angela Ahrendts, who served in the role for about five years. O’Brien is the first insider tapped to run the Apple division since Ron Johnson opened the first Apple store in 2001 and left a decade later.

The departure of Ahrendts, Apple’s top female executive, was a surprise. But it also marks a turning point for the company and its approach to retail. Sales of the iPhone -- Apple’s biggest product line -- peaked last year, putting more pressure on Cook to find new revenue streams while experimenting with promotional pricing tactics that Ahrendts eschewed.