On a recent earnings call Apple CEO Tim Cook announced that former Burberry CEO Angela Ahrendts is going to officially step into her new role as retail chief starting this week. Ahrendts move to apple was announced in October, but there wasn’t a clear indication as to when she would begin with Apple. Rumor had it that the reason for the delayed start was due to the former CEO receiving a bonus from her previous employer. Ahrendts will be backfilling an SVP role and is the first retail head since Apple parted ways with John Browett in 2012. With the competition heating up from rivals Samsung and others, the move to bring on Ahrendts indicates Apple getting serious about assuming the role of a luxury retail brand and not just a consumer electronics company.