Home Tech New Apple Retail Chief: From PC World to Apple Store

New Apple Retail Chief: From PC World to Apple Store


In the past I have unfavourably compared British retailers such as PC World and CurrysDigital with Apple’s all-conquering store chain. Until recently, PC World stores were noted for a low staff/customer count and generally unknowledgeable employees. It was the contrast with PC World that made Apple stores such a compelling experience.

It comes as a surprise, therefore, to find Apple poaching Dixon’s retail boss, John Browett to replace Ron Johnson who moved to J.C.Penney in the middle of last year. Browett has been under my radar since I now seldom shop at any of Dixon’s outlets. I know nothing about him, but from all accounts he has transformed the company since he joined from Tesco in 2007.

Apple must have recognised his potential and it is nice to see another Briton, in addition to Sir Jony Ive, in a senior position at Cupertino. It will be very interesting to see if John B brings changes to what is already a very successful retailing formula.


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