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Apple hires fashion house CEO to work on ‘special projects’

Could the former CEO of a well known fashion house be working on giving some ‘pizazz’ to the iWatch?.


Apple has hired former fashion house CEO Paul Deneve to work on “special projects” according to a report from Bloomberg’s Adam Satariano.

Deneve joins Apple from Yves Saint Laurent, a high-end fashion house and retailer. Initially, it was speculated that Deneve would work in Apple’s retail division as the company has been without a retail chief since John Browett departed last fall.

This isn’t the first time that Deneve has worked for Apple. According to his Linkedin profile, he worked in a variety of senior positions at Apple Europe from 1990 to 1997.

Apple would not confirm what Deneve would be working on, only stating that he would be reporting directly to CEO Tim Cook. Eliminating retail from the mix, one would be left to conclude that the former fashion chief would be working on something, well, fashionable for Apple.

As the machinery of Apple seems to be gearing up for the release of an iWatch, overseeing the launch could be Deneve’s first task. After all, Yves Saint Laurent has released its share of watches in its time.

Or is it something else? The iWatch will be one of Apple’s second-tier devices. It’s not the next piece of killer-hardware for the company so it might not make sense to use Deneve’s talents on it.

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