Burberry CEO hire a ‘coup’ for Apple. Apple wants new management for their retail and online presence. Angela Ahrendts historical success with Burberry has been excellent with Burberry’s sales figures rising tremendously during Ahrendts’ tenure. Apple says that they need someone like Ahrendts to do this job as Apple’s competition in the smartphone industry gets more intense with companies like Google and Samsung stepping up. Ahrendts will start her position with Apple Inc. in the spring.