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John Browett Reflects on Lessons From Brief Stint as Apple Retail Chief

john_browett_headshotApple's short-lived head of retail, John Browett, said this week that he had learned "humility" and "become a kinder person" as a result of his six-month stay at Apple.

Browett's appointment had raised eyebrows in his native UK due to his pedigree as the boss of Dixons, a UK consumer electronics chain with a reputation for cost-cutting rather than customer service. Despite CEO Tim Cook describing him as "the best [candidate] by far", Browett departed Apple later that year before finding a new role as CEO of a low-cost UK fashion and accessory retailer.

Apple has yet to name a successor to Browett, with the company's retail team currently reporting directly to CEO Tim Cook.

Browett admitted in an interview at the Retail Week Live conference (via The Independent) this week that he "just didn't fit" with Apple's culture.
Apple is a truly fantastic business. The people are great, they've got great products, it's got a great culture and I loved working there, it's a fantastic business. The issue there was that I just didn't fit within the way they run the business. It was one of those things where you're rejected for fit rather than competency.

Browett said that working for Apple had been one of the best things that had happened to him, and that he had learned a lot about how he is and what he's like to work for.

Top Rated Comments

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21 months ago

Browett admitted in an interview at the Retail Week Live conference (via The Independent) this week that he "just didn't fit" with Apple's culture.


A fact that every UK based Mac Rumors reader knew all along and yet somehow Tim Cook managed to miss. :confused:
Rating: 32 Votes
21 months ago
I'm still mystified as to how he got the job in the first place.
Rating: 28 Votes
21 months ago
"I've learned how not to treat staff" he said, whilst busily cutting staff on an excel spreadsheet.
Rating: 21 Votes
21 months ago
How are people like this able to so easily get high paying jobs?
Rating: 19 Votes
21 months ago
Rejected for fit rather than competency? Hmm... I start to understand how he managed to get hired in the first place. This man can twist space itself.
Rating: 9 Votes
21 months ago
I almost sympathise with him. Why was he given the job?

His skillset is in deskilling, cost cutting, dumbing down, implementing a centralised model and conning customers into overpriced extended warranties. He's a McRetailer. If Apple wanted to dumb down and become another alienating supermarket full of morose slaves he'd be an excellent choice. If not, why the hell employ the guy?
Rating: 8 Votes
21 months ago

A fact that every UK based Mac Rumors reader knew all along and yet somehow Tim Cook managed to miss. :confused:


Too bad that Apple doesn't take advice from the macrumors forum posters ... On almost every thread there is tons of advice of what Apple should or shouldn't do. Apple could save the failing business when they would listen to all the experts that give here advice for free.
Rating: 7 Votes
21 months ago
Making a profit is more a byproduct of the Apple Store, their main purpose seems to be as a showcase for products that had a small retail presence prior to their arrival.

Dixon group stores are almost the polar opposite to a welcoming experience. It was no surprise that he didn't work out.
Rating: 6 Votes
21 months ago

Browett admitted in an interview at the Retail Week Live conference (http://www.retailweeklive.com/downloads-videos/videos/) (via The Independent (http://www.independent.co.uk/news/business/news/browett-says-he-didnt-fit-with-apple-in-sixmonth-stint-8535539.html)) this week that he "just didn't fit" with Apple's culture.


Yeah, cos you're a £*%t
Rating: 5 Votes
21 months ago
someone's in denial
Rating: 4 Votes

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