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Cook calls new Apple retail head 'best by far'

updated 12:45 pm EST, Wed February 1, 2012

Suggests Dixons strategy won't carry over to

Apple's new retail head, John Browett, was "the best by far" in terms of possible candidates, says company CEO Tim Cook. One blogger, Tony Hart, says he received a personal response from Cook after sending an email with his own thoughts on the hiring. "I talked to many people and John was the best by far," Cook's message reads. "I think you will be as pleased as I am. His role isn't to bring Dixons to Apple, [it's] to bring Apple to an even higher level of customer service and satisfaction."

Some critics have worried about the choice of Browett, as Dixons doesn't have a particularly positive reputation in the UK, and in fact has lost a third of its stock value since the beginning of 2011. Others have said Browett has done a competent job, and he may not need to make many changes at his new employer, since the Apple retail model is largely popular and established. While service has evolved in recent months -- for instance gaining things like self-checkout -- the company has concentrated more on building new outlets, or else renovating or expanding older ones.




by MacNN Staff

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  1. testudo

    Joined: Dec 1969

    +1

    duh

    What was he going to say? "Well, he's not the best. He's kind of weak in a few areas, and we really wanted a couple of other people, but we'll get by. He was, however, the top of our list of people who said 'Yes!'".

  1. Feathers

    Joined: Dec 1969

    +2

    Getting Worse...

    Whilst Dixons and the DSG Group's reputation in the UK is anything but stellar, further reading that reveals Browett's previous tenure at Tesco is far from reassuring. Effectively, Browett has been CEO of two of the most reviled retailers in the UK with both possessing an appalling record in terms of customer service and satisfaction. If Browett was the best they could find, who else did they interview?

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