It was apparent former Dixon CEO John Browett probably wasn’t going to fit in at Apple to many of us watching. Five months after his firing, he says his tenure ended over “fit, not competency.”
Four months after the firing of the previous SVP of Retail John Browett, Apple Stores remain leaderless. Meanwhile, Browett lands on his feet.
Whoever Tim Cook chooses to run Apple retail has big implications for future growth and Apple’s valuable brand. While the timing of the search — heading into the holiday sales season — isn’t ideal, the decision also represents a big opportunity for Apple’s image.
When British retail veteran John Browett took over Apple’s store operation, plenty of critics lined up to question the decision. And now, with the company forced to apologize for cutting customer service staff, his appointment by Tim Cook looks even more baffling.
The in-person customer service offered to customers by Apple Store retail staff is key in winning Apple new customers and keeping old ones around. The quick backtrack on staffing changes shows Apple knows the perception of cutbacks in this area is risky to its brand.
Napoleon once described the UK as a “nation of shopkeepers”, so it is somewhat fitting that this is where Apple (NSDQ: AAPL) has gone to fin…
Tim Cook has made his first major appointment at Apple — by handing over control of the company’s retail stores to a British businessman who has built his reputation largely through pile-em-high tactics and aggressive expansion.