Cook Reportedly Comments On Hire Of John Browett: He’s ‘The Best By Far’

Yesterday, you may remember we reported that Apple had finally replaced Ron Johnson, (the firm’s former Vice President of Retail) with a new face — former Dixons CEO, John Browett — following John’s departure to JC Penney back in November.

On the heels of that report, MacRumors this afternoon notes that one of its own readers recently emailed Cook regarding the news of the hire, to which Cook reportedly sent a reply.

Noting that Browett was considered ‘the best by far,’ in accordance with the many people Cook reportedly claimed to have consulted prior to his hiring, the Apple CEO also reportedly went on to note that Browett’s role moving forward won’t be to “bring Dixons to Apple,” but will instead be to “bring Apple to an even higher level of customer service and satisfaction.”

Tony – the original sender of the e-mail to which Cook reportedly replied, highlights that it is hard to be entirely sure as to whether the e-mail was written by Cook himself. That, he says, is “not the point”, though.

It’s hard to be sure as to whether the writer of the email was Tim Cook himself or simply someone writing on his behalf but the sense of communication between consumer and upper level management was striking. I felt like I’d voiced a reasonable concern and received a fair answer.

I’m not convinced yet, but that’s not the point, the CEO, or at least someone in his office (I highly doubt that Tim Cook has outsourced this stuff to Siri) took the time to reply. It’s impossible to know, but I’m willing to bet it was the man himself. There’s little point the email claiming to come from Tim Cook if it presents the possibility of him being caught on the hop without direct knowledge of the communication if a chance face to face was to occur. What if I’d been a journalist with a national paper? All this things combine for me to suggest that the actual CEO took an actual few minutes from his actual day to email actual me.

We’ve embedded the purported e-mail below.


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.


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