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

Lone Deranger Avatar
127 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:
Score: 32 Votes (Like | Disagree)
Padraig Avatar
127 months ago
I'm still mystified as to how he got the job in the first place.
Score: 28 Votes (Like | Disagree)
NutsNGum Avatar
127 months ago
"I've learned how not to treat staff" he said, whilst busily cutting staff on an excel spreadsheet.
Score: 21 Votes (Like | Disagree)
hexor Avatar
127 months ago
How are people like this able to so easily get high paying jobs?
Score: 19 Votes (Like | Disagree)
Mackan Avatar
127 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.
Score: 9 Votes (Like | Disagree)
Macist Avatar
127 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?
Score: 8 Votes (Like | Disagree)

Popular Stories

General Black Friday Deals 2022 Green

All the Apple Black Friday Deals You Can Still Get

Friday November 25, 2022 4:40 am PST by
Although Black Friday is now technically over, many Apple products are still seeing major discounts through the weekend as we head into Cyber Monday. In this article, you'll find every Apple device with a notable Black Friday sale that's still available. We'll be updating as prices change and new deals arrive, so be sure to keep an eye out if you don't see the sale you're looking for yet. Note:...
iphone 14 pro hands snowflakes 1

Best Cyber Monday iPhone Deals Available Today

Wednesday November 23, 2022 1:55 pm PST by
Cellular carriers have always offered big savings on the newest iPhone models during the holidays, and Cyber Monday is no different. We're tracking notable offers on the iPhone 14 and iPhone 14 Pro devices from AT&T, Verizon, and T-Mobile. For even more savings, keep an eye on older models like the iPhone 13. Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
maxresdefault

Nothing Phone 1 Displays AirPods Battery Level After Latest OS Update

Friday November 25, 2022 3:33 am PST by
Nothing Phone 1 users today began receiving the Nothing OS 1.1.7 update, which adds support for displaying the battery percentage of connected AirPods, amongst other improvements and bug fixes. If you own a Nothing Phone 1, you can check for the OTA update by going to Settings -> System -> System updates. Bear in mind that as support for displaying AirPods battery level is still an...
ipad holiday bulbs

Best Cyber Monday iPad Deals Available Today

Thursday November 24, 2022 12:25 pm PST by
Cyber Monday deals have been in full swing since Black Friday deals ended, and we're seeing solid discounts on Apple devices. We're highlighting the best sales for all of Apple's product lines, and in this article you'll find the best Cyber Monday sales on iPad, iPad Pro, iPad Air, and iPad mini. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make ...
airpods pro 2

Apple Engineer Addresses Lack of Lossless Support on New AirPods Pro

Friday November 25, 2022 2:58 am PST by
An Apple engineer has addressed the lack of lossless audio support in the second-generation AirPods Pro in a new interview. Current Bluetooth technology in the AirPods lineup means that Apple's audio products do not support Apple Music Lossless audio. Apple has previously hinted that it may develop its own codec and connectivity standard that builds on AirPlay and supports higher quality...
Cyber Monday Deals Feature 2022

Best Cyber Monday Apple Deals for AirPods, Apple TV 4K, iPad, More

Monday November 28, 2022 5:24 am PST by
Now that Black Friday is over, the internet's attention has shifted to Cyber Monday deals today. Of course, for Apple products this means that many of the deals you saw last week are basically the same today. Despite this repetition, it's a great chance for anyone who missed out on Black Friday deals to still get the year's best prices on many Apple devices. Note: MacRumors is an affiliate...
Apple Watch Ultra Oceanic Plus App

Apple Announces Oceanic+ App Now Available for Apple Watch Ultra

Monday November 28, 2022 6:11 am PST by
Apple today announced that the Oceanic+ app is available for the Apple Watch Ultra starting today. Designed by Huish Outdoors in collaboration with Apple, the app serves as a dive computer for recreational scuba diving at depths up to 40 meters/130 feet. Apple already offers a basic Depth app on the Apple Watch Ultra for viewing your current depth, maximum depth reached, water temperature,...
Three Biggest iPhone SE 4 Questions Feature

Three Biggest Questions About the iPhone SE 4

Saturday November 26, 2022 12:00 am PST by
While we already have some clear indications about what to expect from the fourth-generation iPhone SE, there are three major questions looming over the device at the current time. Chinese site MyDrivers and and leaker Jon Prosser believe that the iPhone SE is set to move to an iPhone XR-like design in its next incarnation, which would involve eliminating the Home button and adding a "notch" ...