Apple needs to shore up the chinks in its armor
TweetFollow Us on Twitter

Apple needs to shore up the chinks in its armor

This week Apple became the most valuable company ever and its stock hit an all-time high (see http://macte.ch/bTrs0), but the company should beware: there are chinks showing in its armor.

The biggest is a blunder so colossally stupid that the powers at Apple have to be wondering if replacing retail guru with John Browett was a mistake. Browett came to Apple from European technology retailer Dixons Retail, where he has been CEO since 2007. Dixons isn't exactly famous for customer service or quality.

"Our retail stores are all about customer service, and John shares that commitment like no one else we’ve met," Apple CEO Tim Cook said when announcing Browett's hiring. Recent events make you wonder exactly how many people they met.

Last week "Dow Jones" reported that Browett, had spearheaded a new staffing formula for its retail stores, leading some employees to see their hourly shifts cut and retail locations to be understaffed. It didn't take long for Apple to realize it had made a mistake.

Browett then instructed leadership teams to tell employees, "We messed up," says "Dow Jones," quoting two unnamed "people who were aware of the communication." Reportedly, during the brouhaha, shift schedules were affected, but no one was laid off. What's more, Browett also wanted employees to know that it was hiring new staff, according to "Dow Jones."

Apple spokeswoman Kristin Huguet told "Dow Jones" (http://macte.ch/2JPpz) that: "Making these changes was a mistake and the changes are being reversed ... Our employees are our most important asset and the ones who provide the world-class service our customers deserve."

Everyone, especially new employees, need leeway to make mistakes in their learning curve. But suggesting Apple, which is rolling in money, cut back employee hours -- and thus service -- in its retail stores has to make you wonder if Browett is truly Apple material. And why did no one reign him in?

To a lesser degree, Apple's decision to withdraw its products from EPEAT, then almost immediately re-add them (see http://macte.ch/nlyxE) seems like a knee-jerk reaction to a knee-jerk decision.

Last month Apple asked EPEAT (http://www.epeat.net), a government-backed, environmental rating that helps identify greener computers and other electronic equipment, to remove 39 desktops, laptops and monitors from the body's list of environmentally friendly devices including legacy models that already hold the certification.

Almost immediately -- and following a hailstorm of criticism -- Apple said it made a mistake withdrawing its products from the EPEAT rating system, In an open letter (http://macte.ch/mOEh8), Senior Vice President of Hardware Engineering Bob Mansfield said the company is re-adding all eligible products to EPEAT.

I'm not one of those folks who think that Apple is destined to decline without Steve Jobs at the helm. Perhaps the two "mistakes" mentioned were the results of two personnel and bad timing.

However, they come across as sloppy decisions. And "sloppy" is a word that should never be associated with Apple.

-- Dennis Sellers

 
AAPL
$105.22
Apple Inc.
+0.39
GOOG
$539.78
Google Inc.
-4.20
MSFT
$46.13
Microsoft Corpora
+1.11
MacNews Search:
Community Search:

Latest Forum Discussions

See All
view counter

view counter
view counter
view counter
view counter
view counter
view counter

Rami Ismail Opens Up distribute​() for D...
Rami Ismail Opens Up distribute​() for Developers Posted by Jessica Fisher on October 24th, 2014 [ permalink ] Rami Ismail, Chief Executive of Business and Development at indie game studio | Read more »
Great Hitman GO Goes on Sale and Gets Ne...
Great Hitman GO Goes on Sale and Gets New Update – Say That Three Times Fast Posted by Jessica Fisher on October 24th, 2014 [ permalink ] | Read more »
Rival Stars Basketball Review
Rival Stars Basketball Review By Jennifer Allen on October 24th, 2014 Our Rating: :: RESTRICTIVE BUT FUNUniversal App - Designed for iPhone and iPad Rival Stars Basketball is a fun mixture of basketball and card collecting but its energy system will annoy.   | Read more »
Rubicon Development Makes Over a Dozen o...
Rubicon Development Makes Over a Dozen of Their Games Free For This Weekend Only Posted by Jessica Fisher on October 24th, 2014 [ permalink ] | Read more »
I Am Dolphin Review
I Am Dolphin Review By Jennifer Allen on October 24th, 2014 Our Rating: :: NEARLY FIN-TASTICUniversal App - Designed for iPhone and iPad Swim around and eat nearly everything that moves in I Am Dolphin, a fun Ecco-ish kind of game.   | Read more »
nPlayer looks to be the ultimate choice...
Developed by Newin Inc, nPlayer may seem like your standard video player – but is aiming to be the best in its field by providing high quality video play performance and support for a huge number of video formats and codecs. User reviews include quotes such as “I have tested many apps but this one is my only official player for all my iDevice,” “I... | Read more »
Fighting Fantasy: Caverns of the Snow Wi...
Fighting Fantasy: Caverns of the Snow Witch Review By Jennifer Allen on October 24th, 2014 Our Rating: :: CLASSY STORYTELLINGUniversal App - Designed for iPhone and iPad Fighting Fantasy: Caverns of the Snow Witch is a sterling release from Tin Man Games, as per usual.   | Read more »
A Few Days Left (Games)
A Few Days Left 1.01 Device: iOS Universal Category: Games Price: $3.99, Version: 1.01 (iTunes) Description: Screenshots are in compliance to App Store's 4+ age rating! Please see App Preview for real game play! **Important: Make sure your device is supported! A Few Days Left supports iPhone 4s or newer, iPad 3 or newer. The... | Read more »
Toca Boo (Education)
Toca Boo 1.0.2 Device: iOS Universal Category: Education Price: $2.99, Version: 1.0.2 (iTunes) Description: BOO! Did I scare you!? My name is Bonnie and my family loves to spook! Do you want to scare them back? Follow me and I'll show you how!SCARE | Read more »
Intuon (Games)
Intuon 1.1 Device: iOS Universal Category: Games Price: $.99, Version: 1.1 (iTunes) Description: Join the battle with your intuition in a new hardcore game Intuon! How well do you trust your intuition? Can you find a needle in a haystack? Can you reveal the truth among the lies? Intuition is your weapon!* Challenge!* Guess!* Win... | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.