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
158 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
158 months ago
Maybe he was a good guy at the wrong company ?
Score: 12 Votes (Like | Disagree)
spblat Avatar
158 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
158 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
158 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
158 months ago
Or maybe Tim Cook actually knows what he's doing. :eek: :rolleyes:
Score: 6 Votes (Like | Disagree)

Popular Stories

iOS 17

10 New Things Your iPhone Can Do in Next Week's iOS 17.4 Update

Friday March 1, 2024 1:30 am PST by
Apple will this month release iOS 17.4, its biggest iPhone software update of the year so far, featuring a number of features and changes that users have been anticipating for quite a while. Below, we've listed 10 new things that your iPhone will be able to do after you've installed the update, which is projected to arrive by March 7. When the day arrives, be sure to check Settings ➝...
Apple Maps vs Google Maps Feature

Apple Maps vs. Google Maps: Which Is Better?

Friday March 1, 2024 7:10 am PST by
Apple Maps has been providing navigational guidance to Apple users for almost 13 and a half years now, and much has changed about the app in that time. However, according to data from Canalys, the overwhelming majority of iPhones in the U.S. still have Google Maps downloaded as an alternative to Apple Maps, which comes preinstalled on all iPhones. We want to hear from MacRumors readers. Which do...
apple tv plus banner

Apple TV+ Gains Over 50 Movies for a Limited Time

Friday March 1, 2024 6:29 am PST by
Apple TV+ today gained over 50 movies, adding to its back catalog of content for a limited time. The collection includes a large number of popular and classic titles. Subscribers can access the movies in a "Great Movies on Apple TV+" section in the Apple TV app. Some titles are also available in 3D. Movies in the collection include: 21 Jump Street 300 American Sniper Argo ...
Apple Logo Spotlight

Source: Apple to Announce New Products This Week

Sunday March 3, 2024 11:38 am PST by
Apple plans to announce new products with press releases on its website this week, a proven source familiar with the matter told MacRumors. While the products that Apple plans to announce have not been disclosed, there are rumors about new iPads, Macs, and accessories. It is unclear exactly what will be announced this week. Bloomberg's Mark Gurman today reiterated that Apple is planning new...
iPad Air 12

Gurman: No Apple Event Planned for Upcoming iPads and Macs

Sunday March 3, 2024 5:09 am PST by
Apple does not plan to hold a traditional event to unveil new iPads and Macs, according to Bloomberg's Mark Gurman. Instead, he said Apple plans to announce the products on its website with a "series of online videos and marketing campaigns." If this plan is accurate, we can expect the new products to be announced with press releases on the Apple Newsroom website. Gurman expects Apple to...
airpods pro 2 pink

Apple Releases New Beta Firmware for AirPods Pro 2

Thursday February 29, 2024 11:41 am PST by
Apple today introduced a new beta firmware update for the AirPods Pro 2, both the USB-C and Lightning versions. The new firmware is version 6E188, up from the prior 6B34 firmware released in December. Apple does not often provide details or notes on what features might be included in the refreshed firmware, so it is unclear what's new. Note that this software is limited to developers at the...