Ex-Currys man Browett u-turns after slashing Apple Store staff numbers

Apple Logo This is beautiful. One of the things that you can’t accuse Apple’s retail stores of being is understaffed. Visit any one of their establishments and you’ll probably be outnumbered by the army of helpers and ‘geniuses’ who are there to tend to your every whim.

But if you’re John Browett, former boss of Dixons Retail Group and now the vice president of retail at Apple, you’ll regard the staffing levels in Apple stores as “too bloated” and set about trying to cut back the numbers. Under a recent Browett initiative, staff numbers were reduced and the hours of part-time workers were slashed.

A report on the ifoAppleStore blog says that “Browett’s decision reportedly came despite strongly-worded advice from Retail segment veterans that reducing personnel ahead of the annual Back-to-School promotion and the September introduction of the iPhone 5 could create a customer service catastrophe.

It adds that: “Browett disagreed with his staff, and said the chain needs to learn to run ‘leaner’ in all areas, even if the customer experience is compromised.” Just like Currys and PC World then.

But after only a couple of weeks, Apple have realised that the new streamlined way of staffing their stores isn’t working. Spokesperson Kristin Huguet said: “Making these changes was a mistake and the changes are being reversed,” said. “Our employees are our most important asset and the ones who provide the world-class service our customers deserve.”

And it seemed like Browett was going to be the perfect fit for Apple Stores….


  • Andy
    Why would a successful company hire someone from a failing company to come and teach them how to fuck everything up?
  • Bryan (.
    Hey man, this guy is a real turkey. A company doing nothing and sinking fast so Apple decide he's the guy for them. One track mind with no real idea for business. "I can make savings at the customers expense " Wonderful. I bet the prick hasnt even got my greatest hits cd.
  • Billi808
    Short term management to get quick results, never works out long term for customers, staff or the company. Customers for life is what apple are famous for, and did so well. Hopefully this will not have impacted too much on their customers or business. Well done apple for spotting this huge issue early, Most companies don't and go under.
  • Juan K.
    WTF IS DIS REAL????? Did Apple ever visit a Currys/ Dixons and experience the horror? Did they try a casual Google to find out what customers thought of the levels of service at PC World before hiring this loser? You've got to admire the levels of arrogance and self-assurance displayed here by Browsett by going against his staff and trying to fit the pile-the-crap-high-and-sell-it-expensive-with-no-one-to-help-you philosophy of PCWorld to Apple Retail.
  • Chewbacca
    Apple suck. PC World suck. A match made in heaven, one would have thought...
  • Dick
    Surely everyone knows that Apple need two members of staff for every customer that walks through the door. One to wank them off over an ipad, and the other to clean up after them.
  • CapitalistBitchBoy
    I've been in an Apple Store and never been wanked off. Got a hand-job in starbucks though.
  • Spencer
    He is everything that is wrong with retail management. Treating customers and staff with utter contempt. I hope he turns apple into the steaming pile that he left dsg in. They deserve it for hiring such an arrogant fuck-up in a suit.
  • Troll
    Why are people complaining? It's about time the Appletards got a fuck up the ass!
  • sicknote
    I went to the Apple store in Southampton to buy a couple of IPAD's today and it was alright as it goes.
  • Joseph W.
    I worked for Currys. His "running leaner" meant not only cutting back on payroll but also making it VERY VERY hard to progress up the ladder. A pay rise was near on impossible. All the experienced staff all left as they were being told to do more to look after all the new people they had to hire. Due to the lack of senior staff left they were never trained properly. Apple, I wish you a lot of luck with this!!
  • Carl
    You people really talk some rubbish. He is very talented, and put Dixons Retail into a very strong position vs the competition in a tough market. If he were poor at his job, Apple wouldn't have offered him a role. Before judging try reading the truth, not the rubbish on this witch hunt of a website.
  • Zorro
    Hey Carl, still happy with that post?

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