Apple's New SVP of Retail Went Undercover as Regular Salesperson
Apple CEO Tim Cook earlier this week explained that new Apple's new Senior Vice President of Retail, John Browett, was hired not to "bring Dixons to Apple", but instead "to bring Apple to an even higher level of customer service and satisfaction." In the initial press release announcing the hire, Cook went even further, saying that "John shares that commitment [to customer service] like no one else we’ve met."
Showcasing part of John Browett's dedication to customer service, MacRumors reader Paul Harmer passed along this story of a run-in he had with Browett in the UK:
Just a quick note about John Browett -
About a year ago I was with a friend in our local branch of PC World (part of the Dixons group) looking at plasma TVs. We were assisted by a really charming and knowledgable assistant, who I must admit appeared slightly better-dressed and older than most in the store. He must have spent at least 30 minutes with us, explaining the pros and cons of LCD vs plasma, and the best deals available. An excellent impression.
Turns out it was John Browett making one of his regular store visits, but we had to prise this out of him.
Hope he does well, genuinely impressive bloke, and this ties in with your comment about his passion for customer service. He means it!
Paul
In another example of how Browett may be a better fit for Apple than previously realized, Mr. Harmer emailed Dixons Group to share the story of his experience and received an email back from CEO John Browett himself:
Dear Paul,
Thank you for your kind comments.
Hope the TV works out well.
Happy new year
John
When Steve Jobs was CEO, he was known to occasionally respond to customer emails directly. Since he became CEO, Tim Cook has been doing the same.
John Browett begins at Apple in April.
Popular Stories
In his Power On newsletter today, Bloomberg's Mark Gurman said Apple will have a three-day stretch of product announcements from Monday, March 2 through Wednesday, March 4. In total, he expects Apple to introduce "at least five products."
Subscribe to the MacRumors YouTube channel for more videos.
A week ago, Apple invited selected journalists and content creators to an "Apple Experience" in...
Apple's software engineers are testing iOS 26.3.1, according to the MacRumors visitor logs, which have been a reliable indicator of upcoming iOS versions.
iOS 26.3.1 should be a minor update that fixes bugs and/or security vulnerabilities, and it will likely be released within the next two weeks.
Last month, Apple released iOS 26.2.1 with bug fixes and support for the second-generation...
Apple is expected to launch a new foldable iPhone this year, based on multiple rumors and credible sources. The long-awaited device has been rumored for years now, but signs increasingly suggest that Apple will release its first foldable device in 2026.
Subscribe to the MacRumors YouTube channel for more videos.
Below, we've collated an updated set of key details that have been leaked about ...
The special new color that Apple is considering for the iPhone 18 Pro and iPhone 18 Pro Max this year is red, according to Bloomberg's Mark Gurman.
Specifically, he said that Apple is testing a "deep red" finish for the two devices.
If this rumor materializes, it would be the first time that the Pro and Pro Max models ever come in red, and the iPhone 18 Pro models would be the first...
Apple CEO Tim Cook was among a handful of top tech executives who attended a classified CIA briefing warning that China could attack Taiwan by 2027, according to a sweeping investigative report by The New York Times ($).
The previously unreported briefing was apparently held in a secure room in Silicon Valley in July 2023. The meeting is said to have been arranged at the request of the...
