Apple boss has fought off criticism over his hiring of ex-Dixon’s boss.

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Apple new retail guru. Image: Mirror

The appointment of former Dixon’s boss and British native John Browett, who was hired by Apple as senior vice president of Retail this week, was met by surprise by some who criticised the poor reputation of the British retail electronics giant.

Browett, who held the top job at Dixon’s for almost four years, will be responsible for Cupertino’s retail strategy and the expansion of Apple’s ever growing retail empire around the world, it announced this week.

However, Tim Cook, Apple’s new CEO, hit back at criticism of his latest appointment (and first senior hire since the death of Steve Jobs), saying:

“His role isn’t to bring Dixon’s to Apple, it’s to bring Apple to an even higher level of customer service and satisfaction.”

“I talked to many people and John was the best by far. I think you will be as pleased as I am.”

Cook defended his new British VP, whom he poached from Dixon’s, in an e-mail reply to a disgruntled photographer and Apple user, who contacted him to express his concerns about Apple’s new appointment. 

“Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met,” Cook said in a release earlier this week.

 “We are thrilled to have him join our team and bring his incredible retail experience to Apple.”

Browett will answer directly to cook and will enter the Apple-sphere from April. He was credited with turning around the UK retailer, which is one of the biggest electronics chain’s there.

This is in line with his predecessor’s habit of personally replying to all e-mails, although Jobs was infamous for his short (and not always too sweet) replies.

But it looks like Cook is in good company as it appears the new appointee Browett has a tendency towards personal e-mails himself; according to Mac Rumours, who reports Apple’s retail boss has taken to personally replying to customers.


On one occasion, Browett wrote a reply to a customer, saying: “Dear Paul, Thank you for your kind comments. Hope the TV works out well. Happy new year, John.”

Prior to joining Dixon’s Retail, Browett held a “series” of executive positions at British supermarket giant Tesco and held the top job for a period.

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