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John Browett, Apple's New Head of Retail, Sends Introductory Email to Store Employees

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Apr 12, 2001
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Apple's new senior vice president of Retail, John Browett, has introduced himself to Apple Retail employees in an email obtained by IFO Apple Store.
Team,

At last I've officially started at Apple, and it's great to be here. I've had the chance to meet many of you at stores in the U.S. and across Europe, and one of my top priorities for the coming months is to meet many more people on our team around the world.

It's incredibly impressive to be on the inside of Apple Retail. Many of my friends, relatives, and former colleagues have written to tell me how lucky I am to be working with such a great group of people, and I couldn't agree more. While our stores are fantastic and our products are amazing, it really is our people who make the difference in creating the best retail experience.

There will be much more to share in the weeks ahead, and I'm looking forward to meeting everyone over time.

I am thrilled to work with all of you as we build the future of Apple Retail together.
Click to expand...
Browett, who joins Apple from British electronics retailer Dixons, started work at Apple on April 20, nearly six months after former retail head Ron Johnson left the company to head up JC Penney's turnaround efforts. Browett was awarded restricted stock units worth more than $60 million as an enticement to stay with the company for the next five years.

Article Link: John Browett, Apple's New Head of Retail, Sends Introductory Email to Store Employees
 
Article Link
https://www.macrumors.com/2012/05/08/john-browett-apples-new-head-of-retail-sends-introductory-email-to-store-employees/
Wrong photo?

... I stand corrected. The difference a hair cut makes!
 
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John Browett was in charge of the #1 WORST RETAILER IN THE ENTIRE UK.

Dixons has more customer service complaints than almost any other company in the UK. Even mentioning the word Dixons gets people rolling their eyes and shaking their heads "no" in the UK. Nobody respects Dixons, because everyone has been burned by Dixons.

So WHAT IN THE WORLD can this guy POSSIBLY do for Apple, except COMPLETELY DESTROY what was once an incredible retailing experience created by Ron Johnson?

John Browett understands Apple & excellent customer service about as much as I understand flying a rocketship to the moon.

And for Tim Cook to hire this guy is just inexcusable. John Browett should not be allowed to even put one finger on the Apple brand. He is poison. Someone has got to get rid of this guy before he destroys everything.
 
scotty321 said:
John Browett was in charge of the #1 WORST RETAILER IN THE ENTIRE UK.

Dixons has more customer service complaints than almost any other company in the UK. Even mentioning the word Dixons gets people rolling their eyes and shaking their heads "no" in the UK. Nobody respects Dixons, because everyone has been burned by Dixons.

So WHAT IN THE WORLD can this guy POSSIBLY do for Apple, except COMPLETELY DESTROY what was once an incredible retailing experience created by Ron Johnson?

John Browett understands Apple & excellent customer service about as much as I understand flying a rocketship to the moon.

And for Tim Cook to hire this guy is just inexcusable. John Browett should not be allowed to even put one finger on the Apple brand. He is poison. Someone has got to get rid of this guy before he destroys everything.
Click to expand...


Thanks you for your rant. I'll take Tim Cook's judgement over yours any day.
 
scotty321 said:
John Browett was in charge of the #1 WORST RETAILER IN THE ENTIRE UK.

Dixons has more customer service complaints than almost any other company in the UK. Even mentioning the word Dixons gets people rolling their eyes and shaking their heads no in the UK.

So what in the world can this guy POSSIBLY do for Apple, except COMPLETELY DESTROY what was once an incredible retailing experience created by Ron Johnson?

John Browett understands Apple about as much as I understand flying a rocketship to the moon.

And for Tim Cook to hire this guy is just unexcusable. John Browett should not be allowed to even put one finger on the Apple brand. He is poison.
Click to expand...

I'm sure they know about Dixons and its reputation. Still, they wouldn't have hired him if they didn't think he had something to offer. It's not like they blindly chose someone and they're gonna throw him in and let him do whatever he wants. I'm sure he'll be watched over, and I highly doubt that this one person is going to bring down all of Apple. So give the guy a little while and see what happens.
 
Scotty321 - that is very true, but if he's going to bring any Dixons-ness to Apple Retail Stores then let's hope it's The Dixons Half-Price Sale :p
 
what a great job... lucky him ! travelling across the US and Europe to see people working their ass off so that he could get $60 million :rolleyes:
 
gwelmarten said:
I hope he remembers Apple don't do change for the sake of change. His email isn't encouraging.
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What part of the email do you find objectionable? I'm curious. To me it just looks like he is introducing himself. Did I miss something? To me it looked like he was saying that apple is a great company and that he is privileged to be working with a great bunch of people. I didn't see anything about change, but again maybe I missed something.
Let's give the man a chance to prove himself. Just my humble opinion.
 
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All I hope is that Browett whips the geniuses into shape. Far too many inconsistencies from the so-called "genius bar".
 
John Browett's Apple picture is very different from his Dixons one. Do Apple execs get a makeover as part of their induction? :)

It will be interesting to see how he gets on at a very different company. Employees are not ethical clones of their employers, but they tend to take the path of least resistance imposed by the company. Changing company often shows a different side to a person. I think that will be positive in this case. It will be interesting to see what Apple saw in him.
 
Would concur with my UK posters that John Browett's previous employer Dixons is a terrible electronics store with a low reputation. It's generally staffed by people who know little about the products they are trying to sell you and are more interested in up-selling the extended warranty and payment plans. To be fair, big high street presence but bad reputation and happy to sell you something totally in-apprropraiate if there was a bigger sales commission involved.

Stiil, one assumes Apple must be looking at the bigger picture and that he must have something to bring to the table (he didn't define Dixons, it's always been a bit of a rubbish high street retailer) so people should give him time before predicting the end of the World.
 
Peace said:
What make you think he would be "bringing" Dixons-ness ? Maybe he's gaining AppleStore-ness. ;)
Click to expand...

That and, how much free control did that individual actually have within that corporation? Just because you carry a title in the corporate world, doesn't mean the board, or others in control gave you any power to actually do anything with your title.

I know Apple will have their say of things, but they also want to maintain their store popularity and other strengths.
 
The beginning of the end for Apple Retail....and it's on it's way downhill already. Greed is a terrible thing!
 
Peace said:
What make you think he would be "bringing" Dixons-ness ? Maybe he's gaining AppleStore-ness. ;)
Click to expand...

It was a tongue-in-cheek comment - hence the :p - but I'm sure he will be getting AppleStore-ness

Mind you, the thought of a half-price sale is appealing :)
 
spcdust said:
Would concur with my UK posters that John Browett's previous employer Dixons is a terrible electronics store with a low reputation. It's generally staffed by people who know little about the products they are trying to sell you and are more interested in up-selling the extended warranty and payment plans. To be fair, big high street presence but bad reputation and happy to sell you something totally in-apprropraiate if there was a bigger sales commission involved.
Click to expand...

Dixons reputation is no worse than any similar chains. The reason their staff know little about the products is mainly due to the massive range of products that they stock, they're not like Apple stores just selling a few core ranges. They also operate in a very low margin market, hence the need to sell warranties and financing schemes as that is where their profit is.

Whilst they might operate in the same vague area of business (IT retail) the Dixons business model is vastly different to Apple's. Which is why what works at Dixons wouldn't work at Apple and vice versa. If Browett had tried running Dixons like Apple retail he would have bankrupted them in weeks.
 
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