14 DAY TRIAL // Angela Ahrendts has officially started her duties as a senior vice president and member of the Apple executive team, reporting to CEO Tim Cook. She’s been at it for a few weeks now, and she’s very proud to be working for the iconic company headquartered at 1 Infinite Loop, Cupertino, California.
In fact, Mrs. Ahrendts’ appears to be a little too proud to be there. In a company-wide email she cannot stress enough how she feels she belongs there, perhaps a tad too much if you ask this editor.
An excerpt from the letter can be found below. Emphasis mine:
“Looking forward to the future, I feel our greatest opportunity will be continuing to focus on and evolve the consumer journey online and in our stores. Although technology is rapidly changing how customers shop, they will still want to feel surprised and delighted by the personalized Apple experience we provide at every turn. That’s what makes us unique. Keeping the customer experience as simple as any other Apple product will also be critical as we expand into new markets, integrate our platforms, and develop new technologies.”
The entire letter is hands-down impeccably written and Mrs. Ahrendts herself does seem to have her heart in the right place. I’ve noted on numerous occasions that Ahrendts indeed is as passionate as everyone else at Apple, with a visible desire to change the world (such as her TED talk on Human Energy – highly recommended).
But. I’m having a hard time believing Mrs. Anhrendts is responsible for anything unique at Apple to afford to use the phrasing “That’s what makes us unique.”
It brings to mind an episode from Seinfeld where dentist Tim Whatley converts to Judaism purely for the jokes, then tells Jerry to lighten up as “it’s our sense of humor that’s sustained us as a people for three thousand years.” The actual scene is embedded below for reference. Fast forward to the 6m27s mark (and continue reading past the break).
See where I’m getting? It’s not your religion just because you’ve been practicing it for a few days. Hence why a slightly different approach would be preferred to Ahrendts' memo. Perhaps hitting the term “Apple” slightly more would have helped things.
Anyway, it’s just a tidbit I wanted to share with everyone on this slow news Monday. I can’t wait to hear your thoughts in the comments section below. So what do you guys think? Does the admittedly charming Mrs. Ahrendts deserve to call Apple home just yet?
Disclaimer
This is a Personal Thoughts piece reflecting the author’s personal opinion on matters relating to Apple and / or the products associated with the Apple brand. This article should not be taken as the official stance of Softpedia on Apple-related matters.