Despite the significant price hikes, Russians are showing an unwavering enthusiasm for the latest iPhone models. Pre-order demand for the new iPhone in Russia has surged by 15% compared to its predecessor, even though the prices are at least 50% higher than in Western markets.
The surge in demand comes in the wake of Russia legalizing “grey” or “parallel” imports. This move allows goods to enter the country without the brands’ permission, a response to the export bans imposed by Western companies, including Apple, in 2022 due to the conflict in Ukraine. Retailers have been sourcing iPhones from countries that have not imposed sanctions against Russia, such as Turkey, China, India, and Kazakhstan.
The price disparity is notable. For instance, the 128GB iPhone 16 starts at 112,999 roubles (approximately $1,225) in Russia, compared to $799 in the United States. The 1TB iPhone Pro Max is available for pre-order at 249,999 roubles (around $2,710), whereas it costs $1,599 in the U.S. Despite these higher prices, Russian consumers are undeterred, reflecting a strong brand loyalty and a desire to stay updated with the latest technology.
Retailers like M.Video and restore: have adapted to the new market dynamics by leveraging parallel imports. Lyudmila Semushina, a spokesperson for restore:, mentioned that the iPhones arriving in Russia this month have come from various countries, highlighting the diverse sourcing strategies employed by retailers. This approach has enabled them to meet the high consumer demand despite the logistical challenges and higher costs.
