Technology giant Apple has made headlines after becoming the world’s most highly valued company in history, worth $624bn. But at the company’s retail division there is evidence that all has not gone smoothly since former Dixons chief executive John Browett became Apple’s senior-vice president of retail in April.

Technology giant Apple has made headlines after becoming the world’s most highly valued company in history, worth $624bn. But at the company’s retail division there is evidence that all has not gone smoothly since former Dixons chief executive John Browett became Apple’s senior-vice president of retail in April.

Browett has had to make a u-turn and admit “we messed up” after initiating unwelcome changes at Apple’s ground-breaking stores.

Apple’s shops, some of which are among the most profitable in the world, have transformed retail. Along with a terrific sense of theatre, the high standards of service and expertise from dedicated and enthusiastic staff have set them apart.

It might be expected a new boss would be careful not to tinker too much with such a successful formula, but Browett appears to have come a cropper quickly.

A new approach resulted in some employees’ hours being cut, understaffing in some shops and there was speculation – particularly on the internet - that job losses were on the cards.

The upshot, as the Wall Street Journal reported, is that Apple back-tracked. Browett sent out the message to staff that “we messed up” and the company described the changes made as an error.

An Apple spokeswoman told the paper: “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.”

It’s an embarrassment for Browett, so soon after taking up one of the most prestigious retail jobs in the world.

He deservedly won praise for his transformation of electricals group Dixons – partly through an emphasis on better service and store enhancements.

So great were the changes he wrought that he caught the eye of Apple and it therefore it seems odd that his touch has been less deft there so far, given the apparently shared retail values.

The turbulence comes at a bad time for Apple too, given speculation that the launch of a new iPhone and even a cheaper iPad are close – events that would likely drive shoppers in droves to Apple stores.

Admission of a mistake less than six months after joining doesn’t look great for Browett. But he is no fool, and certainly will now be on his mettle.

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