• Cook Silences Critics of New Retail SVP

    Earlier this week, Apple announced that the former CEO of UK electronics chain Dixons, John Browett, was being appointed to the Senior Vice President of Retail at Apple replacing Ron Johnson. Since the announcement, there has been quite a bit of rumbling among those interested stating that Browett might not have been the best man for the job. Dixons isn’t a company that consumers are enjoying in the UK lately, this combined with the pick of an old school retail head for Apple’s progressive retail division seemed like it might have been a big mistake.

    Apple CEO, Tim Cook, doesn’t see that being the case though. Cook says exactly that in an email to blogger and photographer, Tony Hart. In the email, which was published in a post about why hart loves Apple, Cook says that “John was the best by far.” This was a direct response to the critics claiming that Apple went backwards in hiring an old electronics retailer head for their stores. In the email, Cook even explains that Browett’s “role isn’t to bring Dixons to Apple, [it’s] to bring Apple to an even higher level of customer service and satisfaction.”

    Aside from the actual news of the appointment itself, it seems like Cook is definitely a person who likes to make decisions and stand behind them. This might backfire in the future, but if any of the recent releases are an indication, Apple’s future in Tim Cook’s hands look very secure. Although many people have voiced concerns about Apple’s pick, analysts who cover Apple have generally reacted favorably to the news. Morgan Stanley’s analyst Katy Huberty said that she considers Browett “a net positive hire.” RBC’s Mike Abramsky called Browett “well regarded” and “proactive.” UBS analyst Maynard Um described Cook’s first senior management hiring as “positive in helping to further drive international expansion.”

    Looks like we’ll just have to wait and see what’s in store once Browett takes over the position. As of right now, he is set to relocate to Apple’s Cupertino headquarters in April.

    For those of you interested, you can read the full email to Cook and Cook's response in the image below:

    Source: Tony Hart
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