Apple Poaches Delta VP To Increase Non-Device Sales

Apple Poaches Delta VP To Increase Non-Device Sales
ElisaRiva / Pixabay

Increase in non-device sales

Citing sources and Mr. Kupbens’s LinkedIn page, Ad Age is reporting that the Delta Air Lines, Inc. (NYSE:DAL) VP-marketing and digital commerce has decided to leave the airline and move to Cupertino, CA where he will report to former Burberry CEO Angela Ahrendts who was named senior VP-sales and online retail last October by Apple Inc. (NASDAQ:AAPL) in a position created by its CEO Tim Cook.

Apple Inc. (NASDAQ:AAPL) saw sales of the company’s non-hardware products of $4.4 billion, up 19% according to its Q1 filing with the SEC recently and is looking to boost sales even further. Kupbens, who did not respond to calls from The Atlantic, joined Delta in 2010 after leaving Target. While at Target, Mr. Kupbens was instrumental in developing the retailer’s mobile e-commerce sales.

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“Love brands”

Look around you right now and count the iPads and the iPhones you see, and while there are people who are firmly in the Android camp, there is no denying the fact that people still love Apple and its products. No matter where you are in the world, if you’re in public, you will invariably see numerous Apple Inc. (NASDAQ:AAPL) devices each day, devices that often cost considerably more than their Android counterparts.

At the 2013 Ad Age Digital Conference, Kupbens talked of “love brands,” and suggested that a consumer must limit their love to five brands. He quickly joked that that rarely includes Delta or other airlines:

“I used to work at Target and when you went to a cocktail party and you told people that you worked at Target, you know what they’d say?” he asked. “‘I love Target! I’ll give you a big hug!’ You know what people say when you tell them at a cocktail party that you work at Delta? ‘I hate you! You lost my bag! You had me on the tarmac for seven hours. I’m going to kill you!’ It’s different when you work for a love brand.”

Neither Delta Air Lines, Inc. (NYSE:DAL) nor Apple Inc. (NASDAQ:AAPL) have responded to questions by the media about Mr. Kupbens reported move as of this writing.

via: AdAge

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While studying economics, Brendan found himself comfortably falling down the rabbit hole of restaurant work, ultimately opening a consulting business and working as a private wine buyer. On a whim, he moved to China, and in his first week following a triumphant pub quiz victory, he found himself bleeding on the floor based on his arrogance. The same man who put him there offered him a job lecturing for the University of Wales in various sister universities throughout the Middle Kingdom. While primarily lecturing in descriptive and comparative statistics, Brendan simultaneously earned an Msc in Banking and International Finance from the University of Wales-Bangor. He's presently doing something he hates, respecting French people. Well, two, his wife and her mother in the lovely town of Antigua, Guatemala. <i>To contact Brendan or give him an exclusive, please contact him at [email protected]</i>

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