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Tim Cook's 'disastrous' first appointment as CEO

Karen Haslam | Nov. 1, 2012
After just seven months at Apple, former CEO of Dixons Retail John Browett is now former Senior Vice President of Retail at Apple. According to reports, Browett has been fired.

Further reports credited Browett's desire for an increase in Apple's retail profit margins for this series of changes that has affected Apple retail store employees. Sources with "close ties to the store" claimed that Browett thought the stores were "too bloated" with employees and started making cuts, disregarding the "strongly-worded advice from Retail segment veterans that reducing personnel ahead of the September introduction of the iPhone 5 could create a customer service catastrophe."

Back in September, John Browett spoken to employees worldwide, thanking them for their customer service and dedication to their jobs, and also hinting at upcoming products and retail improvements.

While Cook looks for a replacement to head up retail, the retail team will report directly to him.



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