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John Browett joins tech giant as senior vice president of retail

Apple hires former CEO of Dixons

John Browett, Former CEO of European technology retailer Dixons since 2007, has been announced as Apple’s new vice president of retail.

"We are thrilled to have John join our team and bring his incredible retail experience to Apple," said Apple’s CEO Tim Cook. "Our retail stores are all about customer service and John shares that commitment like no one else we’ve met."

Browett will be replacing Ron Johnson, who left Apple in June 2011 to become CEO of J.C Penny. These are some pretty big shoes to fill as Johnson worked as Apple’s senior vice president of retail from 2000 and was largely seen as the force behind conceptualising the infamous service design in Apple’s retail stores. Browett will now be responsible for each of Apple’s 361 stores worldwide.

Much like Apple founder Steve Jobs, Browett dislikes the “boardroom” approach to business and even refuses to wear a suit and tie, this along with his commitment to customer service is assured to make him a great fit for the Apple brand. 

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