Isabel Ge Mahe

Apple is in the midst of its longest revenue slump since 2016, recording three straight quarters of declines due to lackluster iPhone sales. Apple’s Greater China unit, which Isabel Ge Mahe has led since 2017, has been a surprising bright spot. In the quarter ended July 1, 2023, sales in the region grew 8% from the same period last year, to $15.8 billion, as more Chinese users switched to the Cupertino giant’s high-end devices. But Beijing cast a pall over the division—and shaved $200 billion off Apple’s market value—in September, when a report circulated that China had banned government workers from using iPhones and other foreign-branded devices. (Beijing later denied it had issued any bans; Apple did not comment.) The news threatened Apple’s position as a rare American company that has successfully navigated U.S.-China tensions, a reputation it has strengthened during Ge Mahe’s tenure. Ge Mahe’s China market expertise is recognized beyond Apple; she previously served on Starbucks’ board, and in November 2022 activewear company Lululemon named the 15-year Apple veteran as a director.