14 DAY TRIAL // Earlier this week, we reported that Apple was shedding another important executive who unfortunately had not provided an explanation for his departure.
The Cupertino company has yet to announce the exact reasons why Bob Bridger – who has been instrumental in the development of Apple retail stores – is on his way out. But according to insiders, his decision is likely tied to Angela Ahrendts’ redesign initiatives for Apple’s retail outlets.
Major physical changes coming to Apple’s stores
Sources familiar with the situation tell ifoAppleStore that the former Burberry CEO is planning a major overhaul of Apple’s retail stores, including new seating areas for crowded venues to allow customers to spend their time in a more relaxed manner in the store.
The reason appears to be this: “scores of visitors have to stand up at most stores, degrading the ‘perfect’ customer experience that Apple strives to achieve.”
A pilot program will soon start in the U.S. and Europe, with only a limited number of stores receiving the overhaul at first. The move coincides with the planned physical launch of the Apple Watch.
Apple’s retail SVP is also known to have commissioned jewelry-grade safes for the gold Edition watches that are expected to run in the thousands of dollars. Ahrendts’ expertise in selling luxury items comes from her long tenure at British fashion house Burberry.
Bob Bridger is at odds with Ahrendts’ views
The main reasons cited by ifo’s insiders for Bridger’s departure are said to be future career possibilities, and the value of his Apple stock, but those same people offered a tidbit that sounds like a far more plausible candidate for the key reasons why this executive has had enough.
“Insiders say his departure is also likely linked to dissatisfaction with major changes coming to the operation of the retail stores within the next few months, orchestrated by new-ish Sr. VP Retail and Online stores Angela Ahrendts.”
After all, the stock isn’t going anywhere, and there probably aren’t too many retail positions out there that can beat what Apple has “in-store” for Bridger. In all fairness, the planned overhaul of the stores seems to be the main culprit here.
We recently speculated that Bridger’s swift decision could indicate that not all is well in Apple’s retail organization, mainly because he refused to provide any solid reasons for his decision. It appears we were right.