Apple has expanded the global responsibilities of Avtar Ram Singh, appointing him as head of international marketing for the App Store, Apple Arcade and the Apple Games app, a move that strengthens leadership across one of the company’s fastest-growing business segments.

Announcing the development in a LinkedIn post today, Singh said he has taken on the new role as head of international marketing for the App Store, Apple Arcade and Games App at Apple. The appointment marks a significant step up for the executive, who has spent nearly seven years at the company and played a key role in shaping Apple’s services marketing across Asia.

Singh’s new mandate spans three core pillars of Apple’s services strategy. The App Store remains central to Apple’s ecosystem, drawing more than 850 million average weekly users worldwide and having generated over $550 bn in developer earnings since its launch in 2008. Apple Arcade, the company’s subscription-based gaming service, continues to expand its catalogue, most recently with the addition of Sid Meier’s Civilization VII Arcade Edition, which brings a major PC franchise to iPhone, iPad and Mac from February 5. The Apple Games app, unveiled at WWDC, aims to unify gaming across Apple platforms by bringing together App Store and Arcade titles, personalised recommendations, achievements and social play features in a single destination.

Before this promotion, Singh led services marketing for Southeast Asia and India and previously served as head of marketing for Southeast Asia content and services. His Apple tenure has also included roles as business lead for Apple Podcasts in the region and interim international marketing lead for the App Store. During this period, he has been closely involved with several key launches and expansions, including Apple Fitness+ in Singapore, Apple Creator Studio, global podcast subscriptions and new App Store marketing tools.

Singh brings a diverse background that blends strategy, data and creative marketing. Over the years, he has worked across digital, social media, analytics, content and business intelligence in multiple international markets. His career includes experience with brands such as Procter & Gamble, Accor, Audi, UBS, Nikon, Samsung, Sony, Pizza Hut, HBO and Singapore Airlines-linked businesses, including Scoot.

Prior to joining Apple, Singh headed strategy at Falcon Agency, focusing on performance-driven digital marketing frameworks. He also led the social practice at Publicis Singapore, overseeing regional strategy and operations for multinational clients, and held roles at Circus Social, Rocket Internet-backed ventures Lazada and Zalora, and technology research firm IDC in Bangkok.

The timing of the appointment is significant as Apple’s services business continues to post record performance, while gaming emerges as an increasingly competitive battleground for user engagement and recurring revenue. With his expanded global remit, Singh now sits at the intersection of content, community and commerce within Apple’s ecosystem. How effectively that story is told across markets may play a key role in sustaining Apple’s momentum in the years ahead.