The chief executive of Dixons Retail is leaving the electrical goods firm to join technology giant Apple.
John Browett, who joined Dixons in 2007, will take over as senior vice president of retail at Apple in April.
Dixons, which owns Currys and PC World, has been loss-making in the last couple of years and has focused on improving customer service and refitting stores.
Apple said Mr Browett would be responsible for the expansion of Apple stores around the world.
"Our retail stores are all about customer service, and John shares that commitment like no-one else we've met," said Tim Cook, Apple's chief executive.
According to research group Canalys, Apple overtook Hewlett-Packard in the fourth quarter as the world's biggest seller of PCs, boosted by demand for its iPads.
Sebastian James will replace Mr Browett at Dixons, where he is currently group operations director.