News of Browett’s appointment as Apple’s senior vice president of Retail has been greeted with bemusement by UK retailers familiar with Dixons’ reputation for poor customer service and an aggressive pushing of extended warranties.
According to appleinsider.com, U.K. blogger and photographer Tony Hart contacted Cook claiming Dixons are considered to be “one of the worst retailers in the U.K.”
A response sent in Cook’s name says: “I talked to many people and John was the best by far. I think you will be as pleased as I am. His role isn’t to bring Dixons to Apple, [it’s] to bring Apple to an even higher level of customer service and satisfaction.”