emily: that is julian guthrie, author of "alpha girls," and theresia gouw, aspect ventures cofounder. ahead, is apple worried about its brand? that's a concern from a number of current and former employees. we will bring you that story next. this is bloomberg. ♪ ♪ emily: apple stores are being hit by complaints that customer service is getting worse. current and former employees tell bloomberg that brand building has become more important than serving shoppers. they say the quality of staff has declined during expansion in which apple opened more than 500 stores. apple announced that retail chief angela ahrendts would be replaced by deirdre o'brien. "bloomberg tech's" mark gurman told us more. mark: she tried to turn apple stores into luxury emporiums rather than a place for shoppers. before, it used to be a place you could go when and grab a product off the shelf and go to a cashier and pay for it. that is simple retail 101. you were able to do customer service, go up to a dedicated place, a genius bar, and get it fixed. the problem is, both of those core things are much more difficu

julian guthrie, author of "alpha girls," and theresia gouw are with me in the studio. r joining us. julian, you have written many books. i know you are familiar with the tech industry. i assume you have had some assumption when you walked into this. i'm wondering as you were on your reporting journey, you found out things that just surprised you. julian: the whole thing surprised me. i came out of my last book. you referenced elon musk. that was very male-dominated, the last two books. this was surprising to me because you hear so much negativity. and it exists in silicon valley. i have found these astounding women who had succeeded and i wanted to know how they did it and what the world looks like for them going after deals, sitting at the table, meeting with entrepreneurs, going out for funding. it surprised me how strategic they were in their success and how it is possible to kind of increment your way to success as they did. navigating before they could pioneer. i was really wowed by that. the stories about girls are very personal. personal lives, professional lives

emily: that is julian guthrie, author of "alpha girls," and theresia gouw, aspect ventures cofounder.head, is apple worried about its brand? that's a concern from a number of current and former employees. we will bring you that story next. this is bloomberg. ♪ emily: apple stores are being hit by complaints that customer service is getting worse. current and former employees tell bloomberg that brand building has become more important than serving shoppers. they say the quality of staff has declined during expansion in which apple opened more than 500 stores. apple announced that retail chief angela ahrendts would be replaced by deirdre o'brien. "bloomberg tech's" mark gurman told us more. mark: she tried to turn apple stores into luxury emporiums rather than a place for shoppers. before, it used to be a place you could go when and grab a product off the shelf and go to a cashier and pay for it. that is simple retail 101. you were able to do customer service, go up to a dedicated place, a genius bar, and get it fixed. the problem is, both of those core things are much more difficult.

emily: that is julian guthrie, author of "alpha girls," and theresia gouw of aspect ventures cofounderahead, is apple worried about its brand building or serving its customers? that's a concern from a number of current and former employees. we will bring you that story next. this is bloomberg. ♪ emily: apple stores are being hit by complaints that customer service is getting worse. current and former employees tell bloomberg that brand building has become more important than serving shoppers. they say the quality of staff has declined during an expansion in which apple opened more than 500 stores. earlier this year apple announced that retail chief angela ahrendts would be replaced by deirdre o'brien. "bloomberg tech's" mark gurman gave us all the details. mark: she was formerly the ceo of burberry and tried to turn apple stores into luxury emporiums rather than a place for mission shoppers. before the apple store used to be a place you could go when and -- go in, grab a product off the shelf, and go to a cashier and pay for it. that is simple retail 101. you were also able, if you had

julian guthrie, author of alpha girls. and theresia, great to have you back here.starbucks makes its premiere in game of thrones. why the twitter sphere is blowing up, next. there you see it. it's a coffee cup! ♪ one of the world's largest asset managers will begin buying and selling bitcoin. e investments will offer trading in the cryptocurrency, but it will be limited to institutional customers. a show that is dark and full of coffee. hbo's game of thrones may have only two episodes left in its historic run, but in the newest episode, the fantasy world found a new beverage for its otherworldly cast to imbibe. coffee? it seems the crew forgot to remove what looks like a modern-day disposable coffee cup in front of amelia clark's character. no doubt, one of historic movie gaffs. the mother of, dragons. to discuss, we have our entertainment reporter. i watched the first half of last night's episode and i totally missed it. so, either someone, a lot of people totally missed it, or this was intentional promotional advertising. which one is it? guest: that is a conspir