Russian resellers launched Apple’s (AAPL.O) new iPhone 17 on Saturday in stores, as big retailer Restore said it had experienced a steep increase in pre-orders this year.
Strong demand for Apple phones provides an indication that consumer demand for top-selling goods remains to fall behind the more general economic slowdown in Russia. The nation experienced 20-year-high interest rates and a surplus of more than 4 trillion roubles this year.
The popularity of the iPhones in Russia has persisted despite Apple suspending sales in 2022 and Apple Pay services after Western sanctions on the invasion of Ukraine. The phones are also more expensive in Russia than in Western countries.
“This year we have 66 percent more preorders compared to last year,” Inventive Retail Group PR director Lyudmila Semushina said.
“There is enormous popularity that will never trade iPhone for anything else,” Semushina explained in the Restore: branch of Afimall City in the hi-tech Moscow International Business Centre among some of Europe’s tallest skyscrapers.
The American technology giant launched the iPhone 17 series around the world this week, adding a new look, refined cameras, and the new Air model.
It is worth considering a change from my existing phone to the iPhone Air. It is a significant update,” said customer Oleg Kochetkov, going on to say that Russians are increasingly using iPhones for FaceTime following the government limiting WhatsApp and Telegram calling services.
“There are plenty of new functions which appeal to me. To begin with, the cameras,” technology blog writer Sergei Yepikhin said to Reuters.
Yepikhin mentioned that he was thinking of changing to an iPhone Pro from Android. It is simpler to use Android devices in Russia, he explained, saying he hopes domestic companies would come up with solutions to make iPhone use easier.
Russia’s Sber (SBER.MM), opens new tab and T-Bank introduced contactless payment services to circumvent the Apple Pay prohibition.
Apple iPhone 17 debuts in Russia in midst of high demand
The new Apple items showcased at Restore: on Saturday were for viewing purposes only, with customers being able to reserve pre-orders for delivery over the next few days.
“There is always a tiny shortage of new iPhones [initially],” Restore:’s Semushina mentioned.
She went on to say that the retailer’s supply chain is “fairly stable,” but that the added cost of logistics for so-called ‘parallel imports’ has fallen on the shelf price.
The standard 256 GB iPhone 17 is priced at 119,990 roubles ($1,437.08) on Restore:’s website, roughly 57% above the U.S. price, and 29% above Great Britain’s.
Apple was the leading smartphone brand by revenue in Russia in 2024 by retailer M.Video Eldorado (MVID.MM), opens new tab, although China’s Xiaomi was the leader in unit sales.
