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Apple replaces heads of software, retail

Following the launch of their flawed mapping software, Apple's CEO announced the company will replace two top executives, the head of software, responsible for Apple Maps and Siri, as well as the head of retail.

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That magic touch could help reinvigorate the look of Apple's software, which has been criticized by some technology observers, Gillis said.

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Shares of Apple, the world's largest publicly traded company by market value, have declined 14 percent in the past month since reaching a 52-week high of $705.07 in September.

Browett, former CEO of British electronics retailer Dixons, took over as senior vice president of Apple's retail stores earlier this year, replacing Ron Johnson, who went on to become the CEO of JCPenney.

"I think ultimately they probably discovered that his experience with Dixons didn't translate that well to the Applestores and he just probably wasn't the right fit," Bajarin of Creative Strategies said.

Apple, which described Monday's moves as a way to increase "collaboration" across its hardware, software and services business, said Forstall will serve as an advisor to Cook until his departure.

Last week Apple delivered a second straight quarter of disappointing financial results, and iPad sales fell short of Wall Street's targets, marring its record of consistently blowing past investors' expectations.

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