It's no surprise that Apple also announced that it's hiring Angela Ahrenditz, CEO of Burberry. She guided the company from a cheap image crisis to a successful luxury brand.
I think Tim Cook want her to do the same to Apple. The iPhone needs to be seen as a luxury brand.
Weren't they already a luxury brand? Aren't they diluting that perception by putting out a plastic phone? They haven't done a plastic case for anything in years.
Yes, absolutely. The iPhone IS the luxury brand of smart phones, and always has been. There are only two possible outcomes: they lose that status with lame gimmicks like the iPhone 5C, or maintain it by sticking to what Apple's brand stands for despite the risk of losing more market share.
I think Tim Cook want her to do the same to Apple. The iPhone needs to be seen as a luxury brand.