While new Apple Retail head John Browett reportedly apologized and reversed recent staffing decisions that threatened the phenomenal experience of Apple Stores, it's now being rumored that the apologies weren't exactly sincere, weren't actually given to the staff, and may reflect a new, more profit-oriented, less customer-centric, direction instigated by Apple CEO Tim Cook and CFO Peter Oppenheimer.InfoAppleStore rounds up what they've heard:
And as to why it's happening:
Which seems counter to everything Apple, including everything Apple under Tim Cook, stands for. Hopefully it's not the case. Hopefully Cook, Oppenheimer, and Browett ascribe to the same principles for Apple Retail that Steve Jobs and former retail head Ron Johnson did, that Apple does for everything from iOS and Mac hardware to the most minute of icon details.
Apple's primary weapon against competitors has been experience. I walk into an Apple Store and, even though it's packed, there's a ton of staff and my needs get seen to quickly and expertly. I walk into a Best Buy and it's a wasteland, with entire sections devoid of any staff to the degree that I've often walked out without getting any service.
Apple Retail is one of Apple's crown jewels and one of the most important elements in their resurgence and success. I can't imagine any Apple executive would risk messing with it for any reason.
Take care of the top line and the bottom line will take care of itself was an oft-repeated statement from Steve Jobs. Take care of Apple Retail, and it'll take care of Apple.
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Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.