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Tim Cook’s email to Apple retail employees announcing the management shakeup

There was a reshuffle in Apple’s ranks.

Apple’s executive director Angela Ahrendts falls in her place is Deirdre O’Brien, who runs Apple’s human resources Division and increases her workload in retail. Now, Apple’s 30 year old veteran oversees 70 000 retail employees worldwide in over 500 stores.

Apple Executive Chef Tim Cook addressed the switch in an e-mail on Tuesday to employees who received Business insider.

“After five years of retail and online Apple Stores, Angela Ahrendts plans to leave Apple in April to pursue new personal and professional activities,” reads the letter, which was signed “Tim. ”

He continued: Angela inspired our retail teams and animated the store’s vision as a place where Apple’s best meets to serve customers and communities. During his tenure, the experience in the store has been redefined with programs like today at Apple, and our relationship with customers is stronger than ever. ”

He also noted that O’Brien has been busy with the Apple retail store since the first store opened in 2001.

“Deirdre was part of the team that planned and launched the very first Apple stores online and retail,,” Cook wrote in the email. “It is part of the exciting retail expansion and since then every product launch. ”

Apple did not respond immediately to a comment request on the memo.

Ahrendt’s release comes after five years of switching to Apple’s retail Division they have integrated online and physical stores, Klassen has added and directed a major overhaul.

But it is causing the slow iPhone sales and criticism that Apple stores are crowded and hectic.

Here is the complete note for retail workers:

Team

I am writing to inform you of a significant change in leadership. Today, we announce the promotion of one of Apple’s most passionate and experienced advocates for our customers and employees, and the departure of a popular and accomplished leader who has helped shape Apple’s experience in the retail trade.

After five years of operating the Apple retail store and online, Angela Ahrendts plans to leave Apple in April for new personal and professional activities. Angela inspired our retail sales teams and animated the vision of the stores as a place where the best of Apple meets to serve customers and communities. During his tenure, the experience in the store has been redefined with programs like today at Apple, and our relationship with customers is stronger than ever.

This transition gives us the opportunity to strengthen and pursue the values that make our retail and online stores the best in the world, and our mission to enrich the lives of others. As I have said many times, Apple’s biggest asset is its people. And with that in mind, the best choice to lead our team became clear very quickly.

I am pleased to announce that Deirdre O’Brien will take responsibility for our retail teams in a new role as senior vice president of Retail + people. Deirdre brings ideas and experiences he has acquired for over 30 years at Apple — decades spent concentrating on the relationship between clients and people and the processes that serve them. Working together through Apple, Deirdre and their teams allows people to lead with purpose and humanity.

Deirdre was part of the team that planned and launched the very first retail and online Apple stores. Since then it is part of the exciting retail expansion and every product launch. She knows the value of deep human connections that allow for retail experiences, and she knows that here Apple shows her heart and soul.

In her role as vice president of the population, Deirdre and her team have focused on how Apple inspires, connects, develops and oversees its employees, an important effort they have made in their new expanded team in the will continue To start your own business. Role.

Looking to the future, finding new ways to improve our store and online experiences and forging closer relationships with customers who love our products, I believe our team at all levels is the best in Business. I’m thankful to Angela for everything she’s done for Apple, and I’m looking forward to what Deirdre will bring to her new role.

For everyone in retail and our employees around the world, thank you for everything you do to help dreamers become decision makers, expand human potential and do the best job of our lives.

Tim

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