Apple's short-lived retail chief says he 'just didn't fit with the business'

John Browett, who was in charge of Apple's retail business for just six months before he was fired, admitted this week he wasn't a good fit in that role.

Despite the fact that he was fired, Browett said his time at Apple was "probably the best thing that happened to me," according to The Independent. Since leaving Apple, he has become the CEO of Monsoon Accessorize, a women's fashion chain based in the U.K.

The main issue at Apple, he said, was that he "just didn't fit with the business." Browett took over after Apple's previous retail head, Ron Johnson, moved on to become CEO of JC Penney.

Browett said his time at Apple made him a "much kinder person." He also said the experience made him realize what he's like to work with, which he believes will make him better at his job in the future.

His short tenure at Apple was marred by a number of reported missteps. Prior to that stint, he was CEO for European technology dealer Dixons.

During his time at Apple, a number of reports from employees found the executive to be more focused on profit margins than offering the hallmark "Apple Store experience" that made the tech giant's retail outlets popular. Browett purportedly drew complaints from Apple Store employees after initiating a hiring freeze in August and scaling back working hours for part-time personnel.

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41 Comments

tallest skil

said about 11 years ago

"I don't understand how not firing retail employees is a good thing."

Browett said his time at Apple made him a "much kinder person."

I buy that. Kindness would have been beaten into him with a stick.

paxman

said about 11 years ago

Quote:

Originally Posted by AppleInsider

Despite the fact that he was fired, Browett said his time at Apple was "probably the best thing that happened to me,"

Really? At that level of management (read 'pay check'), shouldn't it be up to the incoming candidate select to inform himself a little of the way his new employer does business? His brief stint at Apple taught him how to be a kinder person and that there is another way to do things? Very nice for him, I'm sure, but its like somebody with a faked resumé who just got busted saying it was the best thing that happened to them, except Browett probably got a nice little pay check for the inconvenience.

It also reflects badly on Apple. If he was the best candidate should they have settled on him, or kept looking?

So glad to see him gone.

matrix07

said about 11 years ago

The greatest c_ck up of Tim Cook so far.

azreospecialist

said about 11 years ago

Apple focuses on its customers and products, not necessarily solely on its bottom line. This is why Browett didn't "fit in" at Apple - all he knows how to do is fire people, cut costs and benefits, and strengthen the bottom line. This is not what Apple retail needs - their bottom line is just fine. How can anyone hire someone who gives no priority to customer service and experience?

azreospecialist

said about 11 years ago

While we are at it, who thinks Tim Cook's days at Apple are numbered? He hasn't made many good decisions at Apple, at least not ones that are visible, and since he took the reigns, Apple stock has been in a tailspin.