Apple's retail vision is to bring 'surprise and delight' to every Apple customer

June 14, 2014

Apple Senior VP of Retail and Online Stores Angela Ahrendts had recently sent out her first memo to retail employees, outlining Apple's vision for retail ahead while also asking for employee feedback to improve the experience in stores.

"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," Ahrendts said. "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." This shouldn't come as a surprise given Apple's late CEO Steve Jobs had considered Apple to be at the intersection of technology and the humanities.

"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."

What changes do you want to see Ahrendts make to the Apple shopping experience? Are you happy buying your Apple products at an Apple store? Sound off in the comments.

Source: 9to5 Mac