Apple is trying to stay afloat in Samsung’s home country in Korea. The company recently has hired Brandon Yoon as a general manager of Apple’s Korean division who was a former Samsung’s vice president and knows better ins and outs of the Korean market with the competition too.
As a general manager of Apple Korean division, Yoon’s responsibility will be taking on a broad administrative role, including setting and re-evaluating long-term company goals, overseeing business strategies, and managing senior staff as well. However, according to Yoon’s LinkedIn profile in Samsung, he played a role of the responsibility for Samsung’s overseeing digital strategy, e-commerce, marketing, social media, and new business incubation.
Last year in South Korea Apple had to face a critical moment when old iPhone users from the country complained that Apple purposely slowed down older phones with iOS 11 update. Even Korean police also raided the company’s offices in November, ahead of the iPhone X’s launch to ask “questions about its business practices” according to Metro.
According to that last year’s report, Apple had 18 percent of the country’s smartphone market share while Samsung had 56 percent. So, hiring Samsung’s former vice president would pay off for Apple in Korea and as well as would help to repair the relationship with customers in order to gain a foothold in Korea for Apple.