Apple’s hiring of Burberry’s CEO Angela Ahrendts as Senior Vice President of Retail and Online Stores to start in spring 2014 may well be indicative of the importance that Apple is putting on 1) smartwatches (she was honcho of a Burberry watch intro) and 2) wearables (she refreshed and upscaled an iconic brand from stores to merchandise). Chris Matyszczyk in Cnet points out that she is the second hire from the fashion industry (the other’s from YSL). On one hand this seems to reinforce that Apple’s strong suit is design; on the other hand it implies that their retail and online stores need to evolve after some recent missteps–and that they may not feel as confident as in the past of their internal capabilities. However this all seems too haute for the simple everyday buyer who wants stuff that helps you live your life better and more conveniently, and who may find it much easier to go to Verizon or Vodaphone for their mobile needs and that Jawbone UP band to wear. And where are the other wearables, say in a Burberry scarf? The Gimlet Eye is blinking in impatience, and it had better be elegant, or Gloria and Babe’s ghosts will be haunting Cupertino. [TTA 25 Oct] Apple and the emperor’s new wearable tech (Cnet) Hat tip to TANN Ireland Editor Toni Bunting; New Apple Retail Chief Hired Over Summer, Apple to Hire Burberry CEO (MacRumors).