The new generation of Apple’s iPhone 17 was launched for sale in Moscow on Saturday, September 20th, despite the slow Russian economy, soaring interest rates, and heavy budget deficits. The largest local distributor reported a 66% year-on-year increase in pre-orders, indicating a strong demand from consumers for this popular product.
Since Russia’s invasion of Ukraine in 2022, Apple has ceased direct sales of products and services in Russia, including Apple Pay. However, Apple products continue to be in high demand in the region and are being imported through what is known as “parallel imports,” where third-party distributors bring in products through unofficial channels without authorization from the original manufacturer or brand.
In Russia, the prices of iPhones are usually higher than in European and American markets. The base model of the 256GB iPhone 17 is priced at 119,990 rubles (approximately $1,437) on the online store of Re: store, one of the largest distributors in Russia, which is 57% higher than the price in the United States and 29% higher than in the United Kingdom.
Lyudmila Semushina, the PR director of Inventive Retail Group, the parent company of Re: store, mentioned that pre-orders this year have increased by 66% compared to last year. She stated, “The iPhone has a huge fan base in Russia, and these people will never switch to other brands.”
Apple globally launched the new iPhone 17 series this week, featuring a new design, enhanced camera modules, and the new “iPhone Air” model aimed at a thin and light profile. Customer Oleg Kochetkov said, “I am considering switching my current phone to the iPhone Air. This is a significant upgrade.”
He also noted that with the restrictions on WhatsApp and Telegram calling functions by the Russian government, the usage of FaceTime has increased, further enhancing the appeal of the iPhone.
Technology blogger Sergei Yepikhin said, “What attracts me the most is the camera.” He is considering switching from Android to the iPhone Pro and hopes that local Russian manufacturers can develop more accessories to enhance the user experience.
Although the new devices are displayed in Re: store for people to experience, they are still in the pre-order phase and will be delivered gradually over the next few days. Semushina emphasized that there is always a small shortage of new iPhones at the beginning of the sale period. She noted that the supply chain is currently “quite stable,” but additional logistics costs due to parallel imports have been reflected in the selling prices.
According to retail data from M.Video Eldorado, in 2024, Apple remained the top brand in Russia in terms of smartphone sales revenue.