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
$98.38
Apple Inc.
-0.64
GOOG
$585.61
Google Inc.
-4.99
MSFT
$43.89
Microsoft Corpora
-0.09
MacNews Search:
Community Search:

Latest Forum Discussions

See All
view counter

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

Note Review
Note Review By Jennifer Allen on July 29th, 2014 Our Rating: :: TOO SIMPLEiPhone App - Designed for the iPhone, compatible with the iPad Note is a note taking app that’s a little too short on features to be worth its asking price.   | Read more »
Chainsaw Warrior Goes on Sale & Ther...
Chainsaw Warrior Goes on Sale & There’s a Chance to Win a Copy of the Original Board Game Posted by Jennifer Allen on July 29th, 2014 [ permalink | Read more »
It Came From Canada: Tiny Tower Vegas
If you go to a casino, you might make a lot of money. If you run a casino, you’re guaranteed to make a lot of money. The choice seems pretty obvious. So while waiting for your shady real estate deals to move forward, get prepared with Tiny Tower Vegas, the latest follow-up to the smash hit sim Tiny Tower. We become mini casino moguls in this... | Read more »
Z Hunter Review
Z Hunter Review By Lee Hamlet on July 29th, 2014 Our Rating: :: RIGHT ON TARGETUniversal App - Designed for iPhone and iPad While it might not necessarily break new ground, Z Hunter has enough tricks up its sleeve to ensure that zombie head-shots have never looked so cool.   | Read more »
Huge Update Comes To Duet, Adding 48 New...
Huge Update Comes To Duet, Adding 48 New Stages Posted by Jennifer Allen on July 29th, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Sharknado: The Video Game Available Now....
Sharknado: The Video Game Available Now. Seriously. Posted by Rob Rich on July 29th, 2014 [ permalink ] Universal App - Designed for iPhone and iPad | Read more »
Frog Orbs 2 Review
Frog Orbs 2 Review By Nadia Oxford on July 29th, 2014 Our Rating: :: THIS MAGIC IS A TAD MONOTONOUS Universal App - Designed for iPhone and iPad Frog Orbs 2 is repetitive, but younger players should enjoy it nonetheless.   | Read more »
Puzzix Review
Puzzix Review By Jennifer Allen on July 29th, 2014 Our Rating: :: NICE IDEAUniversal App - Designed for iPhone and iPad A little like Tetris, Puzzix is all about piecing together blocks and watching them vanish. It could do with more structure, though.   | Read more »
Cannonball eMail is Now Live – Works Wit...
Cannonball eMail is Now Live – Works With Gmail, Yahoo, Outlook, Hotmail, and AOL Posted by Jessica Fisher on July 29th, 2014 [ permalink ] | Read more »
To The End Review
To The End Review By Lee Hamlet on July 29th, 2014 Our Rating: :: A VICIOUS CYCLEUniversal App - Designed for iPhone and iPad To The End will test players’ patience, timing, and dedication as they try to navigate all 13 levels in only 3 attempts.   | Read more »
All contents are Copyright 1984-2010 by Xplain Corporation. All rights reserved. Theme designed by Icreon.