Why new Apple retail chief's British predecessor John Browett was fired "We are thrilled to have him join our team and bring his incredible retail experience to Apple," chief executive Tim Cook said on hiring John Browett as senior vice president of retail in January last year. Our retail stores are all about customer service, and John shares that commitment like no one else we've met. Mr Browett was Mr Cook's first major hire since taking over from Steve Jobs, but was dispensed with in October last year - just six months into the job. The move was presented as a management reshuffle, but the former Dixons and Tesco.com chief later admitted that he did not fit in with the culture at Apple. Shortly after taking over Apple's retail operations with a golden hello of £36m, he looked to cut costs at its bricks and mortar operations by reducing new hires and staff hours. At Apple, which has built its retail operation on a reputation for customer service, this was a fatal move. Shortly before Mr Browett was fired, Apple called the new staffing system "a mistake" and reversed it - a rare U-turn from a company that is not inclined to show any sign of weakness. Despite Mr Browett's formidable reputation at Dixons and Tesco, some commentators were surprised his hiring. Although Dixons and Apple are both electronics retailers, the customer's experience in the stores differs greatly and Mr Browett's international experience was limited to Europe, at a time when Apple was focusing on growth in emerging markets. Burberry chief executive Angela Ahrendts, who will take charge roughly two years after Mr Browett, is possibly more accustomed to an Apple-style retail experience. Burberry stores, like Apple's are roomy and somewhat minimalist - at least by clothing standards - while staff at both take advantage of Apple's own iPads to aid customers. Ms Ahrendts also has experience expanding into China - where Burberry now has more than 70 stores in the country against Apple's eight. Slow growth in Apple's Chinese retail operations was pinned as another reason for Mr Browett's departure.