Apple Store Still Refocused on Revenue and Profit?

Despite a recently public acknowledgement of a 'mistake' that led to understaffing at Apple Stores, insiders say the company has refocused its retail operation on revenue and profit, according to an ifoAppleStore report.

When Steve Jobs left for medical leave in 2009, Tim Cook took over the company. He and Peter Oppenheimer began to confront then SVP of Retail Ron Johnson over his customer-centric philosophy. They apparently felt the stores didn't generate enough revenue when compared to operating expenses.

According to accounts, Cook pushed Johnson "quite hard" about how other channels were selling more Mac's per-capita than the retail stores. Without Jobs' support, Johnson found it was nearly impossible to keep Cook and Oppenheimer from switching the chain's primary purpose from a superior experience to revenues.


Last year when Cook became the permanent CEO, he hired John Browett from UK-based Dixons lead the Apple Store retail chain. Browett is said to have the same mindset as Cook and thus helped move the chain in a different, revenue-focused, direction.

One source told ifoAppleStore, "Those that have come from other failed or failing retailers will be allowed to peddle their poor ideas at Apple, and tarnish what has been one of the single greatest retailers on the planet."

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