A tech industry veteran, Low has done stints at Unisys and Dell, where she served as senior vice president of communications. She’ll report directly to Apple CEO Tim Cook.

Apple confirmed the hire, offering the following statement: “Stella brings her remarkable experience and leadership to Apple’s world-class communications teams. Apple has an important story to tell — from the transformative products and services we make, to the positive impacts we have on our communities and the world — and Stella is a great leader to help us write the next chapter.”

The big question for someone at this level at Apple is not qualifications, but whether or not they fit the Apple culture. That will be her biggest hurdle—It starts and stops there.