A source says that Atienza will be the director of all retail matters for many regions within the West Coast of the United States, and this role is one of the highest ranking retail positions inside of Apple. Several internal and external candidates were considered for the position, but the external Atienza is said to have been the best fit. While Atienza has already signed on with Apple, he is yet to actually begin his management role. He will officially start in October.
Sources also tell the site that Steve Cano has been promoted to Vice President of Retail Operations at Apple. Cano is reporting directly to Tim Cook until Apple is able to find a suitable candidate for its SVP Retail job position.