Apple is preparing a major change in its leadership structure with the creation of a new key position within its retail division. While this may seem like a minor detail at first glance, a change of this magnitude has a huge impact when it comes to companies the size of the Californian company.
Vanessa Trigub, a veteran at the company, will take on the role of vice president of stores and retail operations, a move by Apple that comes with the aim of easing the workload of Deirdre O’Brien, currently senior vice president of retail and human resources (Retail + People, as Apple calls it).
New position at Apple
This reshuffle at the top of the company is part of a reorganization Apple has been undergoing in recent years. Since O’Brien took over as head of human resources in 2017, his role has changed several times, including expanding his responsibilities to the retail division in 2019, a separation in 2023, and a new merger in 2024. Now, with the arrival of Trigub, the structure appears to have found a balance in managing global retail.
According to Bloomberg, Apple has yet to make an official announcement, but anonymous sources close to the company have confirmed that Trigub will take over the role shortly. Her track record at Apple speaks volumes: she joined the company in 2007 and, after years of working in retail management, was promoted to vice president of retail operations for the Americas West region in 2023. Now, her promotion to a global role puts her in line as a potential successor to O’Brien in the future.
With this change, regional retail executives who previously reported directly to O’Brien will now report to Trigub, allowing the senior vice president to focus on other strategic areas such as marketing, online sales, and real estate expansion for Apple Stores.
More Apple Stores?
Trigub’s promotion comes at a pivotal moment for Apple’s retail business. Despite the strength of its sales model, the company faces new challenges, such as the growth of online commerce, the evolution of the brick-and-mortar experience, and the need to strengthen customer loyalty in an increasingly competitive market. His experience managing stores on the West Coast of the United States, one of Apple’s most important regions, makes him a key figure in addressing these challenges.
The reorganization also reinforces the importance of retail within Apple. With more than 500 Apple Stores worldwide, they are a fundamental pillar of the company’s strategy, not only as points of sale, but also as centers of brand experience and customer service. The new leadership structure could translate into more agile management and better integration between the company’s physical stores and digital platforms.
Trigub’s future at Apple will depend on her performance in this new role. If she manages to improve efficiency and strengthen the company’s retail presence, it wouldn’t be surprising to see her take on greater responsibilities in the coming years. For now, her promotion marks a new stage in the evolution of Apple’s retail operations, with a renewed focus on optimizing and growing its global store network.
