This Day On The Street
Continue to site
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Apple's New Retail SVP Will Disrupt, Then 'Steal' Tim Cook's Job

NEW YORK ( TheStreet) -- Is it cache, caché or cachet?

That's the debate we were having at TheStreet this morning. And that's more like it.

ICYMI: Burberry Hire Will Further Fuel Apple's Luxury Caché. TheStreet's top tech dog Chris Ciaccia has details and makes some sense of Tim Cook tapping Angela Ahrendts as Apple's new SVP of online and offline retail.

I don't know Angela Ahrendts from the next CEO who accepts a demotion in rank to join the greatest company in the world, but, sort of like Netflix (NFLX) bulls accept all Reed Hastings' claims on faith, I trust that Cook not only made the right choice, but is, to a certain extent, thinking along the same lines as me.

I mean why hire the woman the great Patricia Sellers at Fortune describes as "a design fanatic, a digital evangelist, and a master of millennial marketing" if you're not going to let her do what's right (not what Steve would do) ... Question mark. Period.

If move No. 1 isn't to terminate those brand-crushing, image-trashing, slum-dwelling third-party channel "relationships" Apple has with names such as Best Buy (BBY - Get Report) and Walmart (WMT - Get Report), again, why bother making such a seemingly splendid hire ... period before question mark because, really, there's no need for a question mark at the end of such an obvious sentence.

Ahrendts appears savvy enough to extricate Apple from these arrangements at the same time as strategizing to ensure the business doesn't take a meaningful hit. That's assuming, of course, that what Apple would lose by ditching third-world retailers would amount to more than a rounding error.

The strategy ain't rocket science. Ahrendts has the relationships at Burberry and other high-end names. Everybody in the luxury sector knows her. Replace the dime-a-dozen Best Buys and Walmarts with stores the Apple brand can not only be proud of, but thrive off of. Names such as Restoration Hardware (RH) and that fancy Art of Shaving place.

The products these places carry -- and the price tags they put on their items -- align practically and psychologically with Apple devices and accessories, particularly the more expensive and aspirational ones.

I identify my Apple devices, particularly my loaded Macbook Pro with Retina Display, more with the Cole Haan bag that carries them (one that I bought online from the Apple Store) than the cheap, but still serviceable Samsung television set I purchased at Best Buy. Part of Ahrendts' gig should be to up the ante in high-end accessories while she reorganizes Apple's mucked-up third party partnerships.

But, even more importantly ... take a close look at the face on the next page because ...
1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
AAPL $93.74 0.00%
BBY $32.08 0.00%
WMT $66.87 0.00%
FB $117.58 0.00%
GOOG $693.01 0.00%


Chart of I:DJI
DOW 17,773.64 -57.12 -0.32%
S&P 500 2,065.30 -10.51 -0.51%
NASDAQ 4,775.3580 -29.9330 -0.62%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs