iPhone-maker Apple has hired Brandon Yoon, a former Samsung vice-president, to lead its operations in South Korea, reports Bloomberg’s Mark Gurman.
According to his Linkedin Profile, Yoon joined Apple Korea earlier this month.
Prior to working at Samsung, Yoon spent more than 13 years at Microsoft. In his final position at the company, Yoon managed Microsoft’s online U.S. consumer business. At Samsung, meanwhile, Yoon was the global head of digital where he oversaw the company’s digital strategy.
When asked by Bloomberg to comment on the hiring, Apple declined.
Despite his experience, Yoon likely has his work cut out for him.
It goes without saying, but South Korea is Samsung’s home turf. According to data from market research firm Strategy Analytics, last year Apple only had an 18 percent share of the South Korean smartphone market. By comparison, Samsung’s share of the market was 56 percent.
What’s more, the company has struggled with the country’s regulators.
Ahead of the launch of the iPhone X, the company’s offices in Seoul were raided by authorities. Moreover, according to a recent report from the Korean Herald, the company could face penalties for pushing marketing costs to local telecoms.