APPLE ELEVATES AVTAR RAM SINGH AS HEAD OF INTERNATIONAL MARKETING

Apple has appointed Avtar Ram Singh as head of international marketing for the App Store, Apple Arcade and Apple Games app. Based in Singapore, Singh steps into the role after nearly seven years at Apple, bringing prior experience from Publicis, Falcon Agency, Ogilvy, Lazada, Rocket Internet and IDC.  

Apple has announced the elevation of Avtar Ram Singh as head of international marketing for the App Store, Apple Arcade and the Apple Games app, a move that underscores the company’s focus on strengthening its global content and services ecosystem. Singh, who assumed the role in January 2026, is based in Singapore and brings with him a rich blend of experience across digital strategy, consumer engagement and brand building. His appointment signals Apple’s intent to deepen its international marketing footprint at a time when the company’s services division continues to be a critical growth driver.  

Singh’s journey to this role has been marked by a steady rise through diverse marketing and strategy functions across Asia and beyond. Prior to joining Apple, he held senior positions at Publicis and Falcon Agency in Singapore, where he honed his expertise in digital campaigns and brand storytelling. His earlier stints at Ogilvy, Lazada, Rocket Internet and IDC gave him exposure to both agency and corporate environments, equipping him with a nuanced understanding of how brands can scale across markets while adapting to local consumer behavior. This blend of agency creativity and corporate execution has become a hallmark of his career, and it is precisely this dual perspective that Apple appears to value as it expands its services portfolio globally.  

At Apple, Singh has already spent close to seven years, most recently leading marketing for content and services across Southeast Asia. In that role, he oversaw consumer growth initiatives and regional launches for platforms including Apple Music, Apple Podcasts, Apple Fitness+ and the App Store. His work involved not only driving adoption but also shaping narratives that resonated with diverse audiences across a region known for its cultural and linguistic variety. From rolling out campaigns that introduced Apple Music to new listeners, to positioning Apple Fitness+ as a lifestyle companion, Singh’s tenure has been defined by a focus on relevance and resonance.  

The new role expands his remit significantly, placing him at the helm of international marketing for Apple’s gaming and app ecosystem. The App Store remains one of Apple’s most influential platforms, not just as a marketplace but as a cultural touchpoint where developers, creators and consumers converge. Apple Arcade and the Apple Games app, meanwhile, represent the company’s push into subscription-based gaming and curated experiences, areas that are increasingly competitive as rivals invest heavily in interactive entertainment. Singh’s appointment suggests Apple is keen to sharpen its global messaging and ensure that its gaming and app offerings are positioned as both premium and accessible.  

Industry observers note that Singh’s background makes him particularly well-suited to this challenge. His time at Lazada and Rocket Internet exposed him to the dynamics of e-commerce and digital platforms, where user acquisition and retention are paramount. At Ogilvy and Publicis, he learned the art of crafting campaigns that cut through clutter and build emotional connections. At Apple, he has already demonstrated an ability to translate these skills into tangible growth across Southeast Asia. Now, with a broader international mandate, he will be tasked with ensuring that Apple’s app and gaming ecosystem continues to thrive in markets as diverse as Europe, Latin America and Asia-Pacific.  

The appointment also reflects Apple’s broader strategy of investing in leadership talent that understands both global scale and local nuance. As the company’s hardware business matures, services have become a central pillar of its growth story. The App Store, Apple Arcade and Apple Games app are not just revenue streams but also platforms that shape consumer engagement with Apple devices. Marketing these services effectively requires a leader who can balance global brand consistency with local cultural relevance. Singh’s career trajectory, spanning multinational agencies and regional digital platforms, positions him to deliver on this balance.  

Colleagues describe Singh as a marketer who combines analytical rigor with creative flair. He is known for his ability to interpret data-driven insights while crafting campaigns that feel human and relatable. In Southeast Asia, his work often involved tailoring global campaigns to local contexts, ensuring that Apple’s messaging resonated with audiences in markets as varied as Indonesia, Thailand and Vietnam. This sensitivity to cultural nuance will be crucial as he takes on a role that spans multiple continents.  

For Apple, the timing of Singh’s elevation is significant. The global gaming industry continues to expand rapidly, with mobile gaming accounting for a substantial share of consumer engagement. Apple Arcade, launched as a subscription service, has sought to differentiate itself by offering curated, ad-free experiences. The Apple Games app, meanwhile, is designed to streamline discovery and engagement. Marketing these platforms internationally requires not only highlighting their unique value propositions but also positioning them within the broader narrative of Apple’s ecosystem. Singh’s mandate will involve articulating this narrative in ways that resonate across diverse markets, from established gaming hubs to emerging digital economies.  

Singh’s appointment also underscores Singapore’s growing importance as a hub for Apple’s regional and international operations. By basing its international marketing leadership in Singapore, Apple signals its recognition of the city-state’s strategic position at the crossroads of Asia, with connectivity to global markets and proximity to fast-growing digital economies. For Singh, it is both a professional milestone and a continuation of his journey in a region that has shaped much of his career.  

As Apple continues to evolve its services strategy, Singh’s leadership will be closely watched. His ability to blend global vision with local execution will determine how effectively Apple can sustain momentum in its app and gaming ecosystem. For now, his elevation represents not just a personal achievement but also a statement of intent from Apple: that international marketing, particularly in services, is central to its future growth.  

In the coming months, Singh will likely oversee campaigns that introduce new features, expand subscription offerings and deepen consumer engagement with Apple’s gaming and app platforms. His track record suggests he will approach these challenges with both strategic clarity and creative energy. For Apple, and for the broader industry, his appointment is a reminder that marketing leadership remains pivotal in shaping how technology connects with people worldwide.