Apple ex chief of retail, John Browett, with all his humility said that he did not fit into Apple’s business and its ecosystem quite well which is the reason why he had to leave Apple after a brief period of just 6 months at Apple. Johnson was the key to success for Apple’s retail strategy which are the most profitable retail stores in the world if one considers earnings per square feet of retail space. Browett moved to Apple from Dixons and served Apple as chief of retails, currently Browett is working as the CEO for Monsoon Accessorize in the UK. There were numerous number of changes that Browett tried to force upon in Apple retail functionality which fired back at him due to improper results.
Browett tried to cut down on part time employees at Apple’s retails which was not accepted well, he even froze hiring for a brief period which stirred up the work hours for the staff already working. Simple issues like in-store repairs and make over were avoided under Browett’s control, he said that employees need to be more creative and try to repair the stores by themselves.
Browett was more keen on improving profits but not on employee and customer satisfaction, his work at Dixons proved the same with customers saying that Dixons offered one of the worst in-store experience for its customers with few of them even complaining that Dixons sales people would go as far as to lie to their customers to sell their products. Many were wondering as to how Browett would fit into contradicting business environment at Apple and even predicted that Apple would look for a replacement well within an year.