Apple Store has a new boss.

Apple is placing a big bet on the growth potential of the retail market. Photo: Reuters .

According to internal sources, Apple has recently taken steps to streamline its global retail store management under the direction of Deirdre O'Brien, a senior executive at the company.

Specifically, Vanessa Trigub will be appointed to the position of Vice President of Global Retail Store and Operations, a newly created role. Previously, Trigub was responsible for managing stores in the Western U.S. and retail operations. Currently, she oversees retail leaders in Europe, the Middle East, Asia Pacific , and the Eastern U.S.

This promotion and restructuring of the reporting system gives Trigub more authority while simplifying the retail organization under the leadership of O'Brien, a veteran Apple executive. O'Brien returned to oversee both retail and human resources last year.

During the restructuring process, Ms. O'Brien will have fewer direct subordinates. Instead of managing regional retail directors, she will oversee Ms. Trigub and the vice presidents of retail, marketing, and online sales. Ms. O'Brien is also currently reorganizing the human resources department following the departure of former Chief Human Resources Officer Carol Surface.

Ms. Trigub joined Apple as an intern around the time the first iPhone was launched, and subsequently held various positions in finance, mergers and acquisitions, and retail operations. In 2023, she was promoted to Vice President of Retail Operations and the Western United States.

Apple's retail network, with approximately 535 stores globally, has remained relatively stable since Ms. O'Brien took over in 2019. Prior to that, the position was held by former CEO of Burberry Group Plc, Angela Ahrendts.

Many within the retail division believe Apple is planning to groom Trigub to be a potential successor to O'Brien, who has been with the company for over three decades. The iPhone maker has increasingly focused on building a succession team in recent years, as many of its senior leaders approach retirement age.

This move marks the second significant personnel change at Apple in recent days. Last week, the company officially transferred control of Siri from AI Director John Giannandrea to Vision Pro creator Mike Rockwell, according to Bloomberg News.

In addition to changes in senior management, Apple is also actively expanding its retail network globally. According to several sources, the tech giant plans to open dozens of new stores in the coming years, focusing on developing markets such as Asia and the Middle East.

Specifically, Apple opened its first store in Malaysia, located in Kuala Lumpur, in 2024. At the same time, the company is also accelerating upgrades to existing stores, especially flagship stores in major cities like Shanghai. These moves show that Apple is making a big bet on the growth potential of the retail market.

Source: https://znews.vn/apple-bo-nhiem-lanh-dao-ban-le-toan-cau-moi-post1541190.html