Tim Cook: New Apple Retail Chief Is The Best Man “By Far” To Finish What Ron Johnson Started

Tim Cook: New Apple Retail Chief Is The Best Man “By Far” To Finish What Ron Johnson Started

Apple’s decision to hire John Browett as its Senior Vice President of Retail has come under fire from a small but vocal minority of Apple fans who believe he may not be the right man for the job. Brits in particular, who are familiar with the Dixons stores in the U.K. that Browett used to control, are concerned he is not a suitable replacement for Ron Johnson.

But Apple CEO Tim Cook has no doubts about the company’s decision, and has labeled Browett the best man for the role “by far.”

Apple fan Tony Hart was “surprised” by the company’s decision to hire John Browett, he reveals on his blog, “as Dixons have far from a healthy reputation in the U.K.” So Hart decided to email Cook and “ask for reassurance” on the company’s decision.

I saw this news that you’ve recently hired John Browett as Senior VP of retail. Now, I don’t know John or his career in the least, but as a UK consumers I am familiar with Dixons and the DSG group that owns them and other similar stores. They have a spectacularly bad reputation and are considered to be one of the worst retailers in the UK in any market… I wanted to voice my concerns on reading the news.

While Hart’s description is a little harsh, as a Brit myself, I can confirm that it is accurate. But to Hart’s surprise, Cook replied, reassuring him that Browett was “the best by far”:

Tony,

I talked to many people and John was the best by far. I think you will be as pleased as I am. His role isn’t to bring Dixons to Apple, [it's] to bring Apple to an even higher level of customer service and satisfaction.

Tim

Dixons may not be the U.K.’s most exemplary retailer, but as MacRumors notes, Browett is considered to be “a rising star.” Before his time as the chief of Dixons Group, Browett hold executive roles at Tesco PLC, a hugely successful British supermarket chain, including CEO of its website, Tesco.com.

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  • savernake

    “They have a spectacularly bad reputation” 

    Based on what? They don’t have an attractive reputation, but I don’t recall any stories of it being spectacularly bad. Does this mean Apple have a spectacularly bad hiring department? Probably not.

  • VGISoftware

    As if Apple will give Mr. Browett free rein to suddenly dismantle one of the most successful retail operations in history!

    Patently ridiculous.

  • Hein S

    In the end, it is the Product that counts.

  • Adam

    I just hope the Currys/PC World sales style does not port over to Apple. The last thing we need at Apple is the furious attempts of sales staff to sell you every add on imaginable! I dont want to be persuaded to within an inch of my life to subscribe to a product support cover-plan when I buy my next Apple product!! If he genuinely does adopt the apple ethos then all the luck to him!

  • Adam

    I just hope the Currys/PC World sales style does not port over to Apple. The last thing we need at Apple is the furious attempts of sales staff to sell you every add on imaginable! I dont want to be persuaded to within an inch of my life to subscribe to a product support cover-plan when I buy my next Apple product!! If he genuinely does adopt the apple ethos then all the luck to him!

  • Jay Smith

    I would point out that Tim Cook, if anything, is known for attention to detail and for zealously protecting Apple. I’m sure that Browett will get enough mentoring to have every chance to become what Tim Cook needs him to be.

    Of course, it is still up to him to execute in the new position, but I doubt that we need to worry about the Apple stores any time soon. 

  • trev hatchett

    Based on the experience of most customers, I imagine. See…

    http://www.trustpilot.co.uk/re

  • aardman

    Question is, what was Dixon’s like before Browett, what was it like under him?

    I do know that Tesco’s transformation from dowdy run-of-the-mill supermarket in the 80′s to a flashy operation that stole Sainsbury’s crown was a pretty impressive feat.  And if Browett had a significant role there, then I don’t view the appointment to be a mistake.

About the author

Killian BellKillian Bell is a freelance writer based in the UK. He has an interest in all things tech, but most enjoys covering Apple, anything mobile, and gaming. You can follow him on Twitter via @killianbell, or through his website.

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