Tim Cook on New Retail Chief John Browett: ‘The Best by Far’

Just yesterday, it was announced that Apple had appointed John Browett as the new Senior Vice President of Retail. Browett left his position as CEO of Dixons Retail. That night, while I was reading my Twitter timeline, I noticed that people were expressing concerns among those familiar with Dixons, which operates stores under a number of names including Currys and PC World. Turns out, it wasn’t just people on Twitter who were expressing signs of concern.

John Browett

Now, in response to the criticism MacRumors reader Tony Hart reports on his blog that after emailing Apple CEO Tim Cook with his thoughts on the company’s selection of Dixons CEO John Browett as the head of retail, he received a personal response in which Cook said that Browett was “the best by far” among the candidates he talked with about the position. Geez, took a genius to figure that one out didn’t it? I mean come on, did folks really think Apple didn’t know what it was doing?


I talked to many people and John was the best by far. 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.


Prior to the role of CEO of  Dixons Retail, Browett held excecutive positions at Tesco PLC including CEO of Tesco.com. Also, he had previously adviced retail and consumer goods clients at Boston Consulting Group. Speaking of Tim Cook, which other company’s CEO replies to emails so promptly?

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Parth Dhebar

Parth Dhebar is a 18 year-old entrepreneur. He is the founder of Simple Reviews, a blog focused on reviewing iPhone and iPad applications. Parth is a recognized name in the industry, known for covering Apple news. He is an editor at Techie-Buzz covering news on Apple. You can follow him on Twitter @pdparticle.