A 15-inch MacBook Pro with Retina display can be more expensive than an Hermès bag, so why shouldn’t stepping into an Apple Store replicate the same luxury retail experience?

That’s the one question Angela Ahrendts, Apple’s senior VP of retail, is trying to answer. Two years ago, Ahrendts left her gig as Burberry CEO and is now in charge of making the Apple Stores more chic. She instituted private try-on appointments for the higher-end Apple Watches and has been extremely selective as to which third-party accessories hit the floor room. According to The New York Times, this week a few Apple Stores will start selling a $1,990 wireless speaker made by French audio company Devialet. All thanks to Ahrendts.

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