“She shares our values and our focus on innovation, and she places the same strong emphasis as we do on the customer experience,” Apple Chief Executive Tim Cook said in a statement.

But why did Ahrendts leave her top post at Burberry to become SVP of an Apple’s division?  It may be because Apple's retail business is vastly larger than Burberry, with about $16 billion in annual sales versus Burberry's about $2 billion. Adding to it, she is unlike anyone else at Apple except for Cook, who ran a major public manufacturing company whose success depends largely on high-end consumer product design and execution. She is not a "technologist," but Apple's greatest strength has never been raw technology. It has been understanding the intersection of "liberal arts and technology," as Jobs himself described it - and designing beautiful, intuitive technology products that human beings love.

Ahrendts has already demonstrated at Burberry that she can identify great designers and give them enough creative freedom to design and make great products, while also delivering on key business metrics.

With these qualities Ahrendts fits into Apple's culture and can do an excellent job running its retail business, she probably has a good chance to become the company's next CEO.

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