Apple Greater China has new leader

1 min readJul 21, 20171:17 AM

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Wireless technologies team leader Isabel Ge Mahe has been appointed to the newly created role of VP/MD of Apple Greater China, reporting to CEO Tim Cook and COO Jeff Williams.

“Apple is strongly committed to invest and grow in China, and we are thrilled Isabel will be bringing her experience and leadership to our China team,” says Cook. “She has dedicated a great deal of her time in recent years to delivering innovation for the benefit of Apple customers in China, and we look forward to making even greater contributions under her leadership.”

As VP of Apple’s wireless technologies software engineering division for nine years, Ge Mahe has been involved in the development of cellular, Wi-Fi, Bluetooth, NFC, location and motion technologies for nearly every Apple product. She has also overseen the engineering teams developing Apple Pay, HomeKit and CarPlay.

In China, she has worked with Apple’s R&D team and carrier partners to develop China-specific features for iPhone and iPad, including QR Code support, SMS fraud prevention and enabling the use of a phone number as an Apple ID.

Born in Shenyang and fluent in Mandarin, Ge Mahe earned Bachelor and Master of Electrical Engineering degrees from Simon Fraser University in British Columbia. She holds an MBA from the University of California, Berkeley. She takes up her new role, in Shanghai, in the next few months.

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What this means

This appointment of a Mandarin-speaking VP/MD for Greater China, reporting directly to the CEO, is a shrewd move by Apple to bolster its standing in a market where rivals are increasingly dominant. By elevating a leader with a deep technical background in China-specific features, Apple directly addresses market localisation needs. This move pressures local competitors and reinforces Apple's commitment at a time when some Western brands, like Louis Vuitton, are reducing their physical presence in parts of China. Apple is clearly committing further to market penetration through tailored innovation, contrasting with its usual global-first strategy. We will be watching for the next quarter's revenue figures from the Greater China region for initial impact.

Maria Santos · Retail News Asia newsroom

Questions & Answers

What will Isabel Ge Mahe's new role entail?

As VP/MD of Apple Greater China, Isabel Ge Mahe will lead the company's efforts in the region. She will report directly to CEO Tim Cook and COO Jeff Williams, focusing on Apple's investment and growth in China.

What is Isabel Ge Mahe's prior experience at Apple?

She was VP of Apple's wireless technologies software engineering division for nine years. During this time, she oversaw cellular, Wi-Fi, Bluetooth, NFC, location and motion technologies, and led teams developing Apple Pay, HomeKit, and CarPlay.

How has Ge Mahe contributed to Apple's products specifically for the Chinese market?

She collaborated with Apple's R&D team and carrier partners to introduce China-specific features for iPhone and iPad. These include QR Code support, SMS fraud prevention, and the ability to use a phone number as an Apple ID.

When and where will Ge Mahe begin her new position?

Isabel Ge Mahe will take up her new role in Shanghai within the next few months. The exact start date is not specified in the article, only that it will be in the near future.

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