Apple's New SVP of Retail Went Undercover as Regular Salesperson

browett 150x224 1Apple 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.

Top Rated Comments

WeegieMac Avatar
144 months ago
A lot of people would like to leave the UK. :)

You're actually that arrogantly stupid to think that there's UK members of this forum venting about how bad Dixons is because we're "jealous" that a UK citizen has left for America? Seriously? You're THAT unintelligent that you genuinely think that this whole "debate" is down to Brits being "annoyed" at America "stealing" a Brit?

Get over yourself, seriously, and do it as quick as possible before your delusions of grandeur warp your concept of life any further.

It's nothing to do with people being jealous that he left the UK and a lot of us here can't. The FACT, and it remains FACT, is that Dixons/PC World is/was a hellhole of a company and their stores are abysmal shopping experiences and were BEFORE, during, and AFTER this blokes tenure as CEO.

And, for an American, you're awfully smug about the debt situation in the EuroZone/UK when your own country contributes to the vast majority of world debt and your dodgy banks and their paper thin mortgage deals and lending promises brought the world economy to the biggest credit crunch since the depression.

Don't bother replying ...
Score: 12 Votes (Like | Disagree)
Peace Avatar
144 months ago
Maybe he was a good guy at the wrong company ?
Score: 12 Votes (Like | Disagree)
spblat Avatar
144 months ago
This story makes me feel all warm and fuzzy. It makes me want to love Apple all up.

My rational brain is therefore wanting to totally call BS.
Score: 9 Votes (Like | Disagree)
RalfTheDog Avatar
144 months ago
Yes, the irony. DSG are a plague on the people of the united kingdom. At one point they had the entire high street sown right up. PCWorld has an utterly atrocious reputation for customer service and honouring warranties.
I am assuming DSG stands for Dixon Service Group or something? Unfortunately, we are not all from the UK and watching Dr. Who teaches us only so much about civilization.
Score: 8 Votes (Like | Disagree)
koobcamuk Avatar
144 months ago
This guy has really landed on his feet here. Best of luck to him.

Dixons is an awful shop and always has been. I don't care what people write about the guy, us Brits have years of experience in poor quality Dixons, Currys and PC World. They are all utterly awful.
Score: 6 Votes (Like | Disagree)
*LTD* Avatar
144 months ago
Or maybe Tim Cook actually knows what he's doing. :eek: :rolleyes:
Score: 6 Votes (Like | Disagree)

Popular Stories

Multi Display CarPlay 1

Apple Launching All-New CarPlay Experience Later This Year With These 5 Features

Sunday January 29, 2023 10:15 am PST by
In June 2022, Apple previewed the next generation of CarPlay, promising deeper integration with vehicle functions like A/C and FM radio, support for multiple displays across the dashboard, personalization options, and more. Apple says the first vehicles with support for the next-generation CarPlay experience will be announced in late 2023, with committed automakers including Acura, Audi,...
dewey airtag

Report Highlights Danger of Using AirTags for Tracking Dogs

Monday January 30, 2023 1:45 pm PST by
AirTags may be a convenient way for tracking dogs that might get off leash or otherwise lost, but there are dangers associated with the practice, as outlined by a report from The Wall Street Journal. At 1.26 inches in diameter, AirTags are able to fit easily on a dog's collar, but that size also makes the tracking devices small enough to swallow, at least for a medium to large-sized dog, and ...
maxresdefault

Kuo: Apple to Release Foldable iPad With Carbon Fiber Kickstand in 2024

Monday January 30, 2023 12:55 am PST by
Apple will launch a foldable iPad with a carbon fiber kickstand sometime next year, according to analyst Ming-Chi Kuo. Subscribe to the MacRumors YouTube channel for more videos. In a series of tweets, Kuo said he expects an "all-new design foldable iPad" to be the next big product launch in the iPad lineup, with no other major iPad releases in the next nine to 12 months. The analyst said he...
tim cook data privacy day

Apple Violated U.S. Labor Laws With Anti-Leak Email

Monday January 30, 2023 3:43 pm PST by
Apple violated United States labor laws when it sent out an email warning employees about leaking confidential information about the company, the National Labor Relations Board (NLRB) said today in a ruling shared by Bloomberg. Rules that Apple has established around leaks "tend to interfere with, restrain or coerce employees" from the exercise of their rights under the National Labor...
top stories 28jan2023

Top Stories: iOS 16.3 Released, iPhone 15 Pro Rumors, macOS Tips and Tricks, and More

Saturday January 28, 2023 6:00 am PST by
Following last week's hardware announcements, this week saw the actual release of several of the new products as well as operating system updates bringing new features and bug fixes across Apple's platforms. This week also saw some fresh rumors about the iPhone 15 lineup and Apple's upcoming AR/VR headset, while we shared some tips to help you get the most of your macOS experience, so read...
iphone 15 pro wifi 6e

Internal Apple Document From Leaker 'Unknownz21' Confirms Wi-Fi 6E Will Be Limited to iPhone 15 Pro Models

Friday January 27, 2023 10:01 am PST by
Multiple rumors have suggested that the next-generation iPhone 15 models will adopt the Wi-Fi 6E standard that Apple has already introduced in the iPad Pro and MacBook Pro, and now a leaked document appears to confirm Apple's plans. Sourced from researcher and Apple leaker Unknownz21 (@URedditor), the document features diagrams of the iPhone 15's antenna architecture. D8x refers to the...
iPhone 14 Pro Purple Side Perspective Feature Purple

iPhone 15 Pro Rumored to Have These 8 Features

Friday January 27, 2023 2:11 pm PST by
Apple's next-generation iPhone 15 Pro and iPhone 15 Pro Max are expected to be announced in September as usual. Already, rumors suggest the devices will have at least eight exclusive features not available on the standard iPhone 15 and iPhone 15 Plus. An overview of the eight features rumored to be exclusive to iPhone 15 Pro models:A17 chip: iPhone 15 Pro models will be equipped with an A17...