Apple drafts in China boss to halt slide

Tech giant Apple has laid down a marker in China by installing a new senior executive there in a bid to halt falling iPhone sales.

Apple has appointed Chinese-born Isabel Ge Mahe, who has been vice president of its wireless arm for the past nine years, to be vice president and managing director of Greater China.

She will report to chief executive Tim Cook and chief operating officer Jeff Williams.

“Apple is strongly committed to invest and grow in China, and we are thrilled that Isabel will be bringing her experience and leadership to our China team,” Cook said.

China generates a quarter of Apple’s profits and is its largest market after the US. However, sales have been on the wane amid competition from cheaper, local handsets makers such as Oppo and Vivo.

The appointment of Ge Mahe also comes as the giant works to comply with new regulations in China, which require foreign firms to store data locally.