Apple,
arguably, may not have been on top of their game in recent years but none the
less they remain the most valuable tech companies in the world. Earlier this
month technology journalists the world over got hot under the collar at the
news that Apple had hired Yves Saint Laurent CEO Paul Deneve.
Deneve, the 52
year old Belgian makes a return to Apple having worked as the company’s sales
and marketing manager in Europe during the 90s. With a degree in Business and
Management and impressive fashion credentials it seems that Deneve is the
perfect person to take the helm of Apple’s ‘special projects’.
After leaving
Apple Deneve worked as a Managing Director of the French fashion house
Courreges and then went on to become the CEO at Nina Ricci. Deneve’s career in
fashion really took off when he was appointed the president of Lanvin and was
then the CEO of the Yves Saint Laurent group last year.
Apple’s
appointment of Deneve caused excitement all over the world and speculation is
high that the move suggests Apple is ready to properly commit to the idea of
wearable computing, and specifically the iWatch project. The flames of
excitement were fanned even further this week when it was revealed that Apple
had in fact applied for trademarks to the iWatch name in Taiwan, Turkey, Mexico
and Colombia.
A report in
ElPais a few months ago claimed that Apple may have many problems, including
surviving after the death of Steve Jobs, but the problems can all be solved by
one single solution; ‘The Revolutionary Project’. Apple is fully aware that
they need that new product to recreate the magic that Jobs’ genius created.
So it seems
that Deneve’s appointment at Apple will be the perfect match, hopefully Deneve
will be able to lend his expertise in Marketing and a fresh pair of eyes to
move the company in the right direction.
It would be
highly probable that the direction that Apple and Deneve is towards the niche
market of wearable technology. Erika Alvarez, an MSc International Fashion
Marketing from GCU London states that ‘Apple and Deneve can do a very good job
together. Leveraging the high position of quality that Apple has reached in the
market and Deneve’s experience within the fashion industry, I can imagine that
they will be able to create the definitive fashion wearable device that will
set the trend for the rest to follow.’
Whatever it is
that these ‘special projects’ turns out to be whether it’s wearable technology
or something completely different it will be a huge part in the fate of the
company. As Eduardo Arrufat from the Digital Journal notes that CEO of Apple
Tim Cook’s appointment of Deneve might mean that ‘Apple might recoup the share
price losses from the last tear and probably be seen again as the one and only
dictating force in consumer technology; however, another batch of bad decisions
and steps in the wrong direction might doom his career forever’.
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