Russian retailers have reported a significant surge in demand for Apple’s newly unveiled iPhone 17, demonstrating the brand’s enduring popularity despite the country’s economic pressures and Apple’s official withdrawal from the market. Major retailer Restore: noted a 66% increase in pre-orders compared to last year, a strong indicator that consumer appetite for premium technology remains robust even amid a wider economic slowdown, 20-year-high interest rates, and a substantial budget deficit.
The iPhone’s sustained appeal is notable given that Apple halted direct sales and suspended services like Apple Pay in Russia in 2022 following the invasion of Ukraine. The phones now command a significant price premium, with the basic 256 GB model listed at about 57% more than its U.S. retail price. This demand is met through so-called ‘parallel imports,’ a practice that introduces additional logistics costs but which retailers describe as a “quite stable” supply chain.
Customers at Moscow stores cited the new design, updated cameras, and the introduction of a new Air model as key attractions. Some also highlighted the phone’s utility for services like FaceTime after the government restricted call functions on platforms like WhatsApp and Telegram. To adapt to the absence of Apple Pay, Russian banks have launched their own contactless payment services, allowing iPhone users to bypass the ban.
Despite the high demand and successful pre-order campaign, the new iPhones displayed in stores on Saturday were for browsing only, with deliveries expected in the coming days. Retailers anticipate a initial small shortage, a common occurrence with new Apple product launches. According to industry data, Apple led the Russian market in smartphone sales revenue in 2024, underscoring its powerful brand presence even without an official foothold in the country.
