Apple 'Messed Up' with Retail Store Cutbacks, Denies Mass Layoffs

Following our report from earlier this week regarding word from Apple retail store sources of cutbacks and layoffs, Dow Jones Newswires now shares word that Apple has acknowledged that it "messed up" in adjusting its staffing formulas, although the company denies mass layoffs at its stores.

In a communication with store leadership teams, senior vice president of retail, John Browett, who took the reins of Apple's retail stores in April, said that the company had been trying a new staffing formula for its retail stores, leading some employees to see their hourly shifts cut and retail locations to be understaffed. This happened for a few weeks before the company decided to revert to its older system, hoping to rectify the problem.

He instructed leadership teams to tell employees, "We messed up," according to two people who were aware of the communication, which also stressed that while shift schedules were affected, no one was laid off. He also wanted employees to know that it was hiring new staff, these people said.

Apple acknowledged the retail staffing changes. "Making these changes was a mistake and the changes are being reversed," said Kristin Huguet, an Apple spokeswoman. "Our employees are our most important asset and the ones who provide the world-class service our customers deserve."

apple retail employees
Despite Apple's claims that "no one was laid off", we have indeed heard from several Apple employees who have been laid off in recent weeks, with several of them independently claiming that there have been others, although some have called the moves "isolated" while others have characterized them as "many". ifoAppleStore reported yesterday that the cutbacks were made by Browett in an effort to meet profit goals and encourage the "bloated" store staffs to run "leaner", despite the objections of retail veterans within the company.

We did receive an unconfirmed report yesterday claiming that at least some stores held meetings addressing the issue, with promises that the cut hours would be restored and a phone call from Apple's corporate offices apologizing for the situation. It was unclear, however, exactly which employees were included in those meetings.

This is the second high-profile acknowledgment of a "mistake" on Apple's part in recent weeks, with Apple just last month having backpedaled on removing its products from the EPEAT environmental registry. In that case, Apple senior vice president Bob Mansfield posted an open letter apologizing for the company's error.

Top Rated Comments

FNi Avatar
117 months ago
John Browett's first cock-up. How many more before Apple finds out what everyone in the UK knew all along?
Score: 80 Votes (Like | Disagree)
3282868 Avatar
117 months ago
John Browett will become one of the worst hiring decisions of the most crucial aspect to Apple's structure: retail. Apple retail store's are the face of the company; placing John Browett at the helm is tantamount to placing a former Lehman Brothers executive as CFO.
Score: 40 Votes (Like | Disagree)
macnerd93 Avatar
117 months ago
He won't rein long :D With a cockup like this. To me, it looks totally unprofessional, if the Apple VP team went into any Currys, PCWorld or Comet they could see his god awful retail experience first hand.
Score: 27 Votes (Like | Disagree)
Lone Deranger Avatar
117 months ago
Way to go John Browett! *slow clap* :rolleyes:
Score: 23 Votes (Like | Disagree)
macchiato2009 Avatar
117 months ago
great job Mr John Browett, great job...

this guy is a genius

Apple really needed a talent like him... :rolleyes:


thank God, Steve Jobs is no longer here to see that...
Score: 22 Votes (Like | Disagree)
miles01110 Avatar
117 months ago
Just like they "messed up" removing themselves from EPEAT? It'd be nice to see them use a different excuse once in a while.
Score: 16 Votes (Like | Disagree)

Top Stories

iPhone 13 Always On Feature

iPhone 13 to Bring Over a Major Feature From the Apple Watch

Wednesday July 28, 2021 2:21 am PDT by
Apple's upcoming iPhone 13 lineup will feature an always-on display akin to the Apple Watch Series 5 and Series 6, according to recent reports. In his weekly Power On newsletter, Bloomberg journalist Mark Gurman, who often reveals accurate insights into Apple's plans, said that the iPhone 13 may feature an Apple Watch-inspired always-on mode. The Apple Watch Series 5 and Apple Watch...
REC ASA CODE2016 20160601 205816 2745

Elon Musk Reportedly Demanded to Become Apple CEO as Part of Potential Tesla Acquisition [Update: Musk Denies]

Friday July 30, 2021 9:04 am PDT by
Tesla CEO Elon Musk reportedly once demanded that he be made Apple CEO in a brief discussion of a potential acquisition with Apple's current CEO, Tim Cook. The claim comes in a new book titled "Power Play: Tesla, Elon Musk and the Bet of the Century," as reviewed by The Los Angeles Times. According to the book, during a 2016 phone call between Musk and Cook that touched on the possibility of ...
duracell battery bitter coating

Apple Says Don't Buy AirTag Replacement Batteries With Bitter Coating

Wednesday July 28, 2021 11:08 am PDT by
Since AirTags were just released earlier this year and are expected to have a year-long battery life, it may be some time yet before AirTag users need a replacement battery, but when the time comes for a refresh, Apple is warning customers not to buy batteries with a bitter coating. AirTags use coin-shaped CR2032 batteries, which happen to be a size that's easy to swallow. Some battery...
nothing ear 1 buds 1

Nothing 'Ear (1)' True Wireless Earbuds Launch to Take on AirPods Pro With ANC and Unusual Design for $99

Tuesday July 27, 2021 7:57 am PDT by
Nothing, a new brand from OnePlus founder Carl Pei, has today officially launched the "Ear (1)" true wireless earbuds after months of anticipation around the company's AirPods Pro rival. The Ear (1) features an in-ear design, Active Noise Cancelation, Bluetooth 5.2, IPX4 water resistance, and a charging case with Qi-compatible wireless charging and a USB-C port. Fast pairing is supported on...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
Apple Leak Feature

Apple Demands Leaker Reveals Sources Under Threat of Being Reported to Police

Wednesday July 28, 2021 6:53 am PDT by
Apple has sent a cease and desist letter to a leaker based in China as part of its continuing attempts to curtail leaks of unreleased products, according to Vice. A Chinese citizen who shared images of stolen Apple prototypes on social media was sent a warning letter from Fangda Partners, Apple's law firm in China, on June 18, 2021. An extract from the letter read:You have disclosed without ...
apple rtp land

Apple Preparing to Occupy 200,000 Square Feet of Temporary Space Ahead of New $1 Billion North Carolina Campus

Thursday July 29, 2021 9:14 am PDT by
Back in April, Apple announced a $430 billion investment over the next five years to create more than 20,000 new jobs as the company continues to expand. One significant piece of that plan is a new engineering and research center in North Carolina where Apple will be investing over $1 billion and hiring at least 3,000 employees. Assemblage of seven properties in Research Triangle Park owned by ...
iOS 15 General Feature Purple

Everything New in iOS 15 Beta 4: Safari Tweaks, MagSafe Battery Pack Support, Notification Updates and More

Tuesday July 27, 2021 11:47 am PDT by
Apple today released the fourth betas of iOS 15 and iPadOS 15, introducing additional refinements to the new features that are coming in the software updates. In these betas, Apple has introduced changes for Safari, Notifications, Focus mode, and more. Safari Updates Apple is continuing to refine the design of Safari on the iPhone, and in iOS 15, there are tweaks to improve usability. ...
new m1 chip

Tim Cook on Apple Deciding to Manufacture Components: 'We Ask Ourselves If We Can Do Something Better'

Tuesday July 27, 2021 3:04 pm PDT by
During today's earnings call for the third fiscal quarter of 2021 (second calendar quarter), Apple CEO Tim Cook was asked how Apple decides what components to purchase and what components to develop, and Cook said that Apple asks if it can be done better. We ask ourselves if we can do something better. If we can deliver a better product. If we can buy something in the market and it's great...
a15 chip

iPhone 13 and Redesigned MacBook Pro Chip Production Hit With Gas Contamination

Friday July 30, 2021 5:44 am PDT by
The most important TSMC factory that manufactures Apple's chips destined for next-generation iPhone and Mac models has been hit by a gas contamination, according to Nikkei Asia. The factory, known as "Fab 18," is TSMC's most advanced chipmaking facility. TSMC is Apple's sole chip supplier, making all of the processors used in every Apple device with a custom silicon chip. Industry...