During the ongoing Cannes Lions festival in France, Apple retail chief Angela Ahrendts attended an interview conducted by Tor Myhren.
“The smart outside guys, they don’t say retail’s dying,” Ahrendts said during one part of the interview. “They say digital’s going to grow at three times the rate of physical. But in the next five years…75 percent of the people will shop online — shop — but 75 percent of the business will still be done in physical stores. “And so retail’s not going away, retail’s not dying,” said Ahrendts. “But it has to evolve, it has to continue to move. And I think it has to serve a bigger purpose than just selling.”
Unlike other Silicon Valley giants who have shifted their business to online stores as services Amazon became dominant, Apple now has over 500 stores all over the world. Ahrendts has also introduced special events like “Today at Apple” in order to expand in-store workshops and increase retail.
This has led to former Burberry CEO calling the stores as “town squares” with a greater social purpose than just capitalism, though in recent months the company has made little mention of that label.
In her interview, Arhedts also mentioned the Apple’s philosophy of merging technology and the liberal arts, suggesting that the company may be in “the human business” with the obligation to “humanize technology.”
One of the prime examples of this could be the Apple workshops that are being organized for the kids. The registrations for the 2018 session are currently ongoing. The program teaches basic artistic and technological concepts while exposing kids to Apple’s product line.