John Browett Reflects on Lessons From Brief Stint as Apple Retail Chief - MacRumors
Skip to Content

John Browett Reflects on Lessons From Brief Stint as Apple Retail Chief

john_browett_headshotApple's short-lived head of retail, John Browett, said this week that he had learned "humility" and "become a kinder person" as a result of his six-month stay at Apple.

Browett's appointment had raised eyebrows in his native UK due to his pedigree as the boss of Dixons, a UK consumer electronics chain with a reputation for cost-cutting rather than customer service. Despite CEO Tim Cook describing him as "the best [candidate] by far", Browett departed Apple later that year before finding a new role as CEO of a low-cost UK fashion and accessory retailer.

Apple has yet to name a successor to Browett, with the company's retail team currently reporting directly to CEO Tim Cook.

Browett admitted in an interview at the Retail Week Live conference (via The Independent) this week that he "just didn't fit" with Apple's culture.

Apple is a truly fantastic business. The people are great, they've got great products, it's got a great culture and I loved working there, it's a fantastic business. The issue there was that I just didn't fit within the way they run the business. It was one of those things where you're rejected for fit rather than competency.


Browett said that working for Apple had been one of the best things that had happened to him, and that he had learned a lot about how he is and what he's like to work for.

Popular Stories

iOS 26

iOS 26.4 Adds Two New Features to CarPlay

Tuesday March 24, 2026 1:55 pm PDT by
iOS 26.4 was released today, and it includes a couple of new features for CarPlay: an Ambient Music widget and support for voice-based chatbot apps. To update your iPhone 11 or newer to iOS 26.4, open the Settings app and tap on General → Software Update. CarPlay will automatically offer the new features so long as the iPhone connected to your vehicle is running iOS 26.4 or later....
Apple Business hero

Apple Unveils 'Apple Business' All-in-One Platform

Tuesday March 24, 2026 8:53 am PDT by
Apple today announced Apple Business, a new all-in-one platform that unifies device management, productivity tools, and customer outreach features. The service is designed to be a consolidated replacement for several of Apple's existing business-focused offerings, including Apple Business Essentials, Apple Business Manager, and Apple Business Connect. It provides organizations with a single...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 3, AirPods Pro 2 and AirPods 4

Tuesday March 24, 2026 12:31 pm PDT by
Apple today released new firmware for the AirPods Pro 2, AirPods Pro 3, and the AirPods 4. The firmware has a version number of 8B39, up from 8B34 on the AirPods Pro 3, 8B28 on the AirPods Pro 2, and 8B21 on the AirPods 4. There is no word on what's included in the firmware, but Apple has a support document with limited notes. Most updates are limited to bug fixes and performance...

Top Rated Comments

Lone Deranger Avatar
170 months ago
Browett admitted in an interview at the Retail Week Live conference (via The Independent) this week that he "just didn't fit" with Apple's culture.

A fact that every UK based GeekWebGuides reader knew all along and yet somehow Tim Cook managed to miss. :confused:
Score: 32 Votes (Like | Disagree)
170 months ago
I'm still mystified as to how he got the job in the first place.
Score: 28 Votes (Like | Disagree)
NutsNGum Avatar
170 months ago
"I've learned how not to treat staff" he said, whilst busily cutting staff on an excel spreadsheet.
Score: 21 Votes (Like | Disagree)
170 months ago
How are people like this able to so easily get high paying jobs?
Score: 19 Votes (Like | Disagree)
170 months ago
Rejected for fit rather than competency? Hmm... I start to understand how he managed to get hired in the first place. This man can twist space itself.
Score: 9 Votes (Like | Disagree)
170 months ago
I almost sympathise with him. Why was he given the job?

His skillset is in deskilling, cost cutting, dumbing down, implementing a centralised model and conning customers into overpriced extended warranties. He's a McRetailer. If Apple wanted to dumb down and become another alienating supermarket full of morose slaves he'd be an excellent choice. If not, why the hell employ the guy?
Score: 8 Votes (Like | Disagree)