(Image Source: Peter Alfred Hess)

BY LEAH BECERRA

ANCHOR ZACH TOOMBS

Apple’s hired a new guy to head up its retail arm. That guy is John Browett. His most recent job was leading Europe’s second largest electronics retailer, Dixons. CNBC brings us up to speed.

“David, I was trying to explain to my colleagues earlier on an answer to their question what Dixons was, and I know it owns Currys and a number of other retail chains, but the best I could come up with was that it was a poor man’s Best Buy.”

But tech analysts are at odds over whether Browett is the right man for the job. Apple CEO Tim Cook says he hired the Dixons CEO because of his commitment to customer service, but a Computerworld blogger notes-- Browett’s record in that area doesn’t look so great.

“According to Trustpilot, a customer review website, Dixons garnered a score of 4 out of 10, while Currys rated a 4.5...Apple, meanwhile, scored an 8...”

And besides customer reviews-- a Forbes blogger says Apple should be concerned with Dixons’ poor stock performance under Browett’s leadership.

“Dixons Retail stock and performance have not exactly been triumphant...Is this the first misstep, the post-Jobs vulnerability some feared, and for which others – speculators and Apple-bashers alike – hoped?”

But for all the speculation about Browett’s chances at success-- a reporter for The Guardian says-- the hire isn’t as “jaw-dropping” as some analysts seem to think it is.

“If you don't stare too long at the share price, Dixons' tale is one of survival in hellish trading conditions and in the midst of an online assault led by Amazon. Best Buy, the US invader, was seen off, an achievement that may have brought Browett to the notice of Apple's bigwigs."

Browett will begin his new job as the Senior VP of Retail for Apple in April.