Apple spokeswoman Kristin Huguet announced that a former Yves Saint Laurent CEO, Paul Deneve, would be joining the company to help in its "special projects". Deneve would serve as Vice President for special projects and report directly to Tim Cook, Apple's Chief Executive Officer.

Details about the special projects Deneve would be overseeing remained unclear though. Deneve, not a first timer in Apple, already held a number of sales and marketing jobs in Apple during the period between 1990 and 1997.

Deneve had several roles in high fashion,too, which gave him experience selling products at a premium price. He joined the French luxury group Yves Saint Laurent in 2011. Prior to this, Deneve held senior positions while working at fashion brands Lanvin, Nina Ricci, and Courreges.

Deneve's experience in marketing and sales at these fashion brands indicated that he could be doing something about Apple's product and brand positioning or it could also mean Apple's rumored entry into a new product category, wearable devices.

Deneve joined other fashion executives already working at Apple including Mickey Drexler of J Crew Group Inc. Apple's new hire, however, continued to leave vacant the position previously held by John Browett.