Here’s Why Apple Chose John Browett as Head of Retail

The retail stores Browett handled in his day may not have provided a perfect experience, as many have suggested ever since he was named SVP of Retail at Apple, but the man handles his business well, reports suggest.

Apple, as you may have heard, recently decided to take Browett under their wing and nurture him.

Apple CEO, Tim Cook said Browett was hired "to bring Apple to an even higher level of customer service and satisfaction," not to "bring Dixons to Apple."

MacRumors now has a few words from a person who ran into Browett in the UK, at a local branch of PC World, and who was quite impressed by the man. Here’s his story:

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!

Mr. Harmer sent this story to Dixons Group via email, to which John Browett himself replied: “Dear Paul, thank you for your kind comments. Hope the TV works out well.  Happy new year. John.”

Browett comes to Apple from European technology retailer Dixons Retail, which he ran as CEO for about five years.

He will be responsible for “Apple’s retail strategy and the continued expansion of Apple retail stores around the world” beginning next month.