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Ge yue, China's female leader of apple, was appointed in the face of danger. She is a Shenyang girl whom jobs personally poached

via:博客园     time:2021/3/31 9:54:52     readed:230


Source / Xinzhiyuan

It is said that tomorrow, Apple's new product launch will come again!

This time, Apple may release airtags, iPad pro, airpods, Apple TV and other products.

pleasantly surprised? Looking forward to it?

If there is a new product launch that attracts so much attention every time, it's apple.

But new product launch alone is not enough. Placing orders is the ultimate goal of businesses, and apple has achieved this.

In the first quarter of fiscal year 2021, Apple's quarterly revenue reached $111.4 billion, exceeding the "lucky number" of $100 billion for the first time.

This is the highest total revenue quarter in Apple's history, and also the largest single quarter revenue in Greater China.

In the first quarter of fiscal 2021, the revenue of Greater China region reached US $21.31 billion, an increase of 57% over last year.

Behind this huge growth, one has to mention that she is ge yue, the head of Apple's Greater China region.


Parachute to China

In 2017, Apple's performance in Greater China was not good: revenue continued to decline (14%), and market share also fell.

There are also strong competitors in China, such as Huawei, whose smartphones are cheaper and better.

In addition, there is the impact of new regulatory rules.


At that time, the New York Times reported that this position might be "one of the most difficult positions in the technology industry.".

Can this low-key Chinese face save Apple's performance?

Facts have proved that after GE's arrival, Apple's performance in China has achieved two consecutive financial quarters of year-on-year growth, but at the same time, it has also suffered the test of the new crisis.


At that time, this incident not only greatly affected Apple's reputation, but also made it give a lot of blood. There were dozens of class actions in many countries around the world, and the total amount of litigation was close to one trillion US dollars. At that time, Apple's market value was only 900 billion US dollars.

To appease consumers, Apple has promised to reduce the global battery replacement price for out of warranty iPhones, which will end in December 2018. In China, the price of battery replacement is reduced from 608 yuan to 218 yuan.

Feel the pulse of Greater China and report directly to cook

As head of Greater China, ge yue, 48, reports directly to cook and coo Jeff Williams.

She joined apple in 2008 as vice president of wireless technology, responsible for the development of cellular, Wi Fi, Bluetooth, NFC, positioning and motion technologies for almost all Apple products.


She also played a key role in developing new features with Chinese characteristics for the iPhone and iPad.

For example, QR code support, SMS fraud prevention, and support for mobile phone number registration of Apple ID and other "localized" applications.

In particular, it supports the registration of Apple ID with mobile phone number. Previously, Chinese users had always hoped to register Apple ID directly with mobile phone number, but this regulation was not implemented until ge yue took office.

Apple Pay supports Metro swipe. The original application in the three systems of iOS, macOS and watchOS has updated the Chinese name. In the apple WeChat official account, it is also easy to find iPhone warranty information.

Usually, many foreign companies usually appoint someone from the sales or regulatory department as the head of Greater China, while Apple appoints a software engineering manager.

From the above function details update, this senior executive with technical background starts from what he is best at. Although it is a "small change" of function update, it is recognized by many employees.

The direction of "feeling pulse" for Chinese fruit powder is novel, but it is also effective.

Jobs personally digs the corner, uses Ferrari to compare apple to persuade ge yue

According to reports, cook initially threw an olive branch at ge yue, but ge yue was already the president of palm wireless software engineering technology at that time, and was determined to make palm bigger and stronger.

Ge yue, who has earned both fame and fortune in palm, was not moved by Cook's invitation, saying that "I can't afford to be distracted if I want to have a baby". Later, jobs called her to "have a dinner and have a chat.".


At dinner, Mr. jobs moved ge yue with a metaphor

I have a neighbor, a teenager, who wanted a Ferrari very much.

But he lowered his demands, thinking that Volkswagen, with its increased horsepower, could compete with Ferrari.

In the end, he only got a noisy Volkswagen.

Palm intelligence is a palm. Its potential is limited. It's better to come to Apple!

"For two hours, we only had water to drink," ge yue later recalled. "I was cheated. 」

In this way, ge yue accompanied apple through the year of 2017 after nine years.

When cook was ready to enter the Chinese market, he understood that he needed a clear headed and down-to-earth leader. He thought of ge yue, a Chinese who impressed him deeply.


In this way, ge yue returned to Shanghai, China, and got busy.

Shenyang girl

Ge yue, from Shenyang, was accompanied by his father when he was 16 years old and went to Canada to study.

Ge yue's father worked as a university teacher and an enterprise consultant.

However, in order to send ge yue to study abroad, he gave up the excellent jobs and opportunities in China.

Ge yue recalled that he once said, "he felt that receiving education from western universities could help me develop my career in the future. 」

In foreign countries, relying on his father to send pizzas, as a doorman and other odd jobs, ge yue finished college.


He received his bachelor's degree and master's degree in electrical engineering from Simon Fraser University in British Columbia, and then his master's degree in Business Administration from the University of California, Berkeley.


Ge yue and his family

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