Ouch! The WSJ Just Blasted Apple's New Retail Boss

John Browett

Photo: Dixons Retail

The Wall Street Journal‘s Ben Rooney wrote a lengthy piece on John Browett, Apple’s new Senior Vice President of Retail, and it ain’t pretty.The story starts off with a bang:

Presumably Mr. Browett interviews really, really well, and perhaps Apple CEO Tim Cook has yet to visit a PC World or Currys (Dixon’s face of retail in the U.K.), but the two retail experiences are poles apart.

Rooney calls Dixons retail outlets “violently” coloured, “frenetic,” and “cluttered.”

When Apple announced that it had hired Browett, CEO Tim Cook said, “Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met.”

Yet Dixons subsidiary “PC World was slated in a 2009 report as the worst place to buy a computer on the high street, receiving a 42% customer score,” Rooney cites. “The same survey put Apple at the top, with customers rating it at 88%.”

Don’t Miss: The New Head Of Apple Stores Managed These Ugly Retail Shops? >

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at research.businessinsider.com.au.