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John Browett appointed Apple Senior VP of Retail

Apple have announced that it has appointed John Browett as its Senior Vice-President of Retail, replacing Ron Johnson. Johnson had held for post of over ten years, before stepping down and taking up a new role as CEO of JC Penney last November.

Browett was head of and his most recent post was as CEO of Dixons, the European electrical retailer. Indeed, Browett seems happy to step down as the head of Dixons to become a VP at Apple, and report to Tim Cook. Such is the size and status of Apple.


Here is hoping that Browett has the skills and has the feel for the Apple brand. Our instinct tells us to beware of any executive who has worked at Dixons, a company which also owns PC World. Our experience of PC World and their handling of Apple products is abysmal. Browett will have to move from a nuts and bolts tech retail store, with some of the poorest retail experiences for customers, through to one of the biggest brands and best customer experiences in retail.
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