Moscow, Russia – On Saturday, Russian resellers officially launched Apple’s latest iPhone 17 in stores, with major retailer Restore reporting a remarkable surge in pre-orders compared to last year. This strong consumer demand highlights the continued popularity of Apple products in Russia despite ongoing economic difficulties.
Robust Demand Amid Economic Uncertainty
Russia is currently facing a challenging economic environment, including interest rates at a 20-year high and a budget deficit exceeding four trillion roubles in 2025. Despite these factors, interest in premium smartphones remains resilient.
“This year, we have 66% more pre-orders compared to last year,” said Lyudmila Semushina, PR director of Inventive Retail Group, which owns Restore, one of the largest tech retailers in Russia.
Restore’s flagship store in Afimall City, located in Moscow’s International Business Centre, serves as a hub for tech enthusiasts. Semushina noted a loyal customer base that remains fiercely committed to Apple products.
“There is a massive group of fans who would never trade their iPhones for anything else,” she added.
What’s New with iPhone 17?
Apple recently launched the iPhone 17 series worldwide, featuring:
- A fresh new design
- Enhanced camera systems
- The latest iPhone Air model with significant upgrades
Customers are showing excitement for the new features, despite the challenges in the Russian market.
What Customers Are Saying
Oleg Kochetkov, a Moscow-based customer, shared his thoughts:
“Considering a switch from my current phone to the iPhone Air is worthwhile. This is a significant update.”
Tech blogger Sergei Yepikhin told Reuters:
“Many new features appeal to me. To begin with, the cameras.”
He is also considering switching from Android to the iPhone Pro but noted that Android devices currently offer better user experience in Russia. He expressed hope that domestic companies will develop solutions to improve iPhone usability locally.
Challenges Due to Sanctions and Pricing
Apple ceased official sales in Russia in 2022 and suspended services like Apple Pay following Western sanctions linked to the Ukraine conflict. Despite this, Apple’s products remain highly desired, with some users adapting by increasing their use of FaceTime after the government restricted WhatsApp and Telegram calling services.
Russian banks such as Sber and T-Bank have introduced alternative contactless payment services to work around the Apple Pay ban.
Pricing and Availability
The new iPhone 17 models were available for in-store preview on launch day, with customers encouraged to place pre-orders for upcoming delivery.
“There is typically a slight scarcity of new iPhones initially,” said Semushina, adding that Restore’s supply chain remains “fairly stable” despite added costs.
Due to ‘parallel imports’ and logistics challenges, the prices in Russia are significantly higher than in Western markets. The 256 GB iPhone 17 is listed at 119,990 roubles (~$1,437) on Restore’s website—about 57% more expensive than in the U.S. and 29% higher than in Great Britain.
Apple’s Market Position in Russia
In 2024, Apple was ranked as the top smartphone brand by sales revenue in Russia, according to retailer M.Video Eldorado. However, Chinese brand Xiaomi led in terms of unit sales, reflecting the market’s diverse preferences.
Apple declined to comment when approached for this report.
Conclusion
Despite economic headwinds and geopolitical challenges, Apple’s iPhone 17 launch in Moscow shows the brand’s strong foothold in Russia’s premium smartphone market. High pre-order numbers and loyal customer support demonstrate the resilience of consumer interest in cutting-edge technology.
What Are Your Thoughts?
- Would you consider paying a premium price for the latest iPhone model despite economic pressures?
- How do you think sanctions and service restrictions affect tech adoption in Russia?
Share your views in the comments below! For more updates on technology and global markets, follow ReconClick.
