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  • Title
    Vice President and Managing Director, Greater China
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Ge Mahe oversees Apple’s Greater China region, the company’s third-largest geographic division behind the Americas and Europe. It was the only region to post a sales decline in 2020. Earnings shrank 8% to $40.3 billion owing to weak iPhone sales, but the iPhone 12 family, released in October 2020, is going gangbusters in the region, thanks in part to pent-up demand for the devices’ 5G technology, a feature that’s new to iPhones but already carried by many of Apple’s Chinese competitors. Apple recorded its best-ever June quarter in Greater China in 2021, with sales surging nearly 60% to roughly $14.8 billion. Based on social media activity, Chinese consumers already seem enamored with the iPhone 13, announced in September, because of its relatively low price point, but Apple still faces fierce competition in the region from domestic smartphone brands, especially amid Beijing’s nationalist push.


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