Apple's Online Retail VP Exits

The Apple vice president who was spearheading the tech juggernaut’s online retail business has left the firm, several news outlets noted on Friday (May 6).

9to5Mac reported that Bob Kupbens has left to take on an unidentified position at another firm. This would mark the end of a roughly two-year stint at the company, the site noted, where Kupbens led Apple’s retail initiatives geared toward online interactions. The projects and initiatives in place have run the gamut from the iPhone upgrade program to the ongoing connectivity with the brick-and-mortar locations.

Prior to his tenure with Apple, Kupbens was at the forefront of digital marketing with Delta Air Lines. Kupbens' exit, noted the site, would be just the latest in a string of retail-related departures at Apple. The retail division itself, cautioned the site, would look to get better scrutiny of online integration and strategy, with no decisions at this point that would signal whether or not Kupbens' own replacement will be someone working within the firm or not. 

In recent weeks, Apple posted its first revenue decline in 13 years, with falling iPhone sales and issues of slowing growth seen in previously strong international markets. In addition, Apple has also been curtailed in its online operations abroad, especially in China. Earlier this year, Apple announced the opening of its 33rd retail store in China, with a location within the nation’s largest luxury shopping mall.



The September 2020 Leveraging The Digital Banking Shift Study, PYMNTS examines consumers’ growing use of online and mobile tools to open and manage accounts as well as the factors that are paramount in building and maintaining trust in the current economic environment. The report is based on a survey of nearly 2,200 account-holding U.S. consumers.

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