Apple Appoints New Senior Vice President for its Retail Operations


The Cupertino based giant has been struggling with declining iPhone sales in many of its markets

Deirdre O’Brien, Apple’s new senior vice president of Retail + People

Apple today announced that Deirdre O’Brien is taking on new responsibilities for Apple’s retail and online stores in an expanded role as senior vice president of retail and people. She will be reporting to CEO Tim Cook. The new appointment was announced as Angela Ahrendts, Apple’s current retail’s SVP, is planning to depart Apple in April.

Tim Cook, Apple CEO, on Deirdre’s appointment said, “For more than three decades, she has helped keep Apple focused on serving customers and enriching lives. She’s an exceptional leader and she’s been a vital partner to our retail teams around the world since the very beginning. I am thrilled to work alongside Deirdre in her new role, and I know our 70,000 retail employees will be, too.”

Deirdre O’Brien working with Apple for three decades

Deirdre has been associated with Apple for more than three decades. An official statement released by the brand conformed that she will continue to lead the people team, overseeing all people-related functions, including talent development and Apple University, recruiting, employee relations and experience, business partnership, benefits, compensation, and inclusion and diversity.

“People come to Apple to do the best work of their lives, and our retail teams show their passion every day, in every interaction, all around the world. It is the opportunity of a lifetime to work with, and learn from, such a talented, diverse and imaginative team. I am looking forward to this journey, and to continuing the important work of the People team in supporting all of Apple’s amazing employees” said Deirdre O’Brien.

Apple struggling in terms of iPhone sales

The Cupertino based giant has been struggling with declining iPhone sales in many of its markets. A recent report by Counterpoint had said that Apple’s premium segment shipments had declined 25 per cent YoY in Q4 2018 mainly due to extreme high-premium-commanding pricing for iPhones as Apple had continued to choose to pay 20 per cent import duty on new imported iPhones instead of manufacturing in India.

It further read, “Competition for Apple will increase in 2019 with the entry of Android premium offerings by Chinese brands including Huawei and aggressive sales and distribution strategy from OnePlus, Samsung, Huawei and Google.”