Angela Ahrendts departure from Burberry to join Apple is all the rage at the moment. Business, tech and fashion commentators alike are all offering an opinion. The person on the street is fascinated by it too. I must confess, I find it one of the most interesting business stories of the year so far.
And rightly so. It's big news. Burberry's transformation from chav-tastic ignominy to global super brand has been remarkable. Ahrendts, along with Creative Director Christopher Bailey deserve enormous credit. More than transforming the brand, they've built Burberry into a thriving business operationally - a digital presence to rival Nike, a logistical and supply-chain network to rival Amazon and a culture utterly devoted to a creative values based approach, much like the company Arhendts is joining, Apple.
And it's this relentless focus on creativity that the best tech and fashion brands share, and why Arhendts represents a major coup for Apple.
If a Burberry trench coat is the ultimate status symbol, then so is the iPhone. I wear one to look good and I use the other to organise my life and loves. But they both define a sense of aspiration for the user - I've made it, I'm part of an exclusive club. I'm cool, hip and with it.
Apple has always understood the importance of creativity. At its core, it's not a tech business but an ideas one. It's risk-taking, entrepreneurial, famously stubborn and detail obsessed. It limits supply to generate bedlam. These are the traits that luxury fashion brands mastered long ago.
Apple's famous product announcements - Keynotes - are more like catwalk shows at Paris fashion week than they are run-of-the-mill tech expos.
Their retail presence has never been purely about selling, but creating dazzling experiences that allow consumers to engage with the brand and it's evangelists. Products are beautifully displayed for people to interact with.
But whereas luxury fashion is about looking on in wonder, removed from the models, Apple has made the catwalk mass-market, open and accessible to everyone. The result is more retail sales per square foot than most luxury fashion could only dream of.
The pressure will be on Arhendts to continue to transform Apple's retail operations, delivering significant growth and brand affinity. Her mastery of the Chinese market for Burberry could represent a great place for her to start at Apple.
One final point about Arhendts move is this. When Steve Jobs sadly passed, Apple lost a large part of its creative conscience. Decision-making at the company became more operational and rational. Some of the spark was lost.
By bringing in leaders from the fashion industry, Apple is making a statement of intent - creativity matters at this company. It's what will keep us innovative, on-trend and exciting. And it's what will keep us flocking to buy their products in droves.
Liam's thoughts on Angela Ahrendt's departure from Burberry to Apple were featured in the New York Times here.