Moscow: Apple’s newly unveiled iPhone 17 is defying Russia’s economic headwinds, as pre-orders in Moscow surged dramatically despite rising prices and a general slowdown in consumer spending. The smartphone, officially launched in the Russian capital this week, has ignited remarkable demand among tech enthusiasts, signaling the enduring appeal of Apple products even in challenging economic conditions.
According to major Russian tech retailer Restore:, pre-orders for the iPhone 17 have jumped 66% compared to the previous year. This surge comes amid a backdrop of economic uncertainty, including Russia’s highest interest rates in two decades and a budget deficit exceeding 4 trillion roubles. These factors have contributed to decreased consumer confidence overall, yet the iPhone 17 appears to be bucking the trend.
Apple’s market presence in Russia has been complicated since 2022, when the company halted direct sales and services, including Apple Pay, in response to Western sanctions linked to the conflict in Ukraine. As a result, iPhones are now sold through parallel import channels at significantly higher prices. The base 256 GB model of the iPhone 17 carries a price tag of 119,990 roubles ($1,437), roughly 57% above U.S. pricing. Yet, the elevated cost has not deterred a loyal base of Russian consumers.
Industry analysts attribute the strong pre-order numbers to both the iPhone 17’s design upgrades and its advanced camera capabilities. Apple continues to dominate in terms of revenue, even as domestic and international brands like Xiaomi lead in unit sales. Retailers have adapted to Apple Pay’s absence by offering alternative payment solutions developed by domestic financial institutions, including Sber and T-Bank.
Lyudmila Semushina, PR director for Inventive Retail Group, which owns Restore:, emphasized the brand loyalty driving the surge. “There is a huge fan base that will never exchange iPhone for anything else,” she said, noting that Apple enthusiasts remain undeterred by higher costs or logistical hurdles.
The response to the iPhone 17 in Moscow underscores the resilience of Apple’s global brand and the role of consumer loyalty in sustaining sales even in adverse conditions. While economic indicators point to a slowdown, the success of the iPhone 17 highlights that cutting-edge technology and strong brand affinity can maintain robust demand, regardless of broader market pressures.