Browett won’t bring Dixons to Apple says Tim Cook

by Kenny Hemphill on February 1, 2012

Apple’s decision to recruit Dixons CEO, John Browett as its international retail chief caused more than a few raised eyebrows on this side of the Atlantic.

The philosophy and sales strategy of PC World and Currys could scarcely be more different to Apple’s, and anyone who remembers the failed ‘store within in a store’ partnership between the two companies in the late nineties still shudders at the thought of trying to get accurate information on Apple products from Dixons’ sales staff.

My favourite story was told by a MacUser reader who wrote to us to say that he had been told by a sales assistant in Dixons that the iMac was only for using the Internet, and that you couldn’t install software on it because it didn’t have a CD-Rom drive. It was left to our correspondent to explain that the CD-Rom drive-shaped rectangular panel on the front was in fact, a CD-Rom drive.

Things have improved at Dixons’ stores in the decade and a bit since that event took place, but most Apple customers will nevertheless be relieved to read a re-assurance, apparently sent by Tim Cook to a reader of the MacRumors site. In it cook explained that ‘His role isn’t to bring Dixons to Apple, [it's] to bring Apple to an even higher level of customer service and satisfaction.’

Let’s hope he succeeds.

For more breaking news and reviews, subscribe to MacUser magazine. We'll give you three issues for £1
  • Jerry Plum

    I don’t see how he will take Apple to a higher level when his last charge plumbed the depths of customer service and staff quality. I have experienced some awful customer service at PC World.

  • Carla Turchini

    No! No! No, Apple, please, no!

Previous post:

Next post:

>