The prices of iPhones in major retail chains in Russia have recently experienced a decline. The cost of the popular smartphone has decreased by 6% overall, with individual models seeing a more significant reduction of 10%.
For instance, re:Store, a well-known retailer, offered discounts on iPhones ranging from 1,000 to 5,000 rubles( The ruble or rouble is the currency of the Russian ) towards the end of last week. The specific discount varied depending on the model and the amount of memory. Notably, the American version of the iPhone 14 with 256 GB storage and eSIM support became approximately 5% cheaper.
In the online store of MTS, a leading telecommunications company, the price of the iPhone 14 with 128 GB storage witnessed a considerable drop of 13% to 78,500 rubles. Similarly, the version with 256 GB storage experienced a 7% price reduction. At M.Video-Eldorado, a prominent electronics retailer, the price of the iPhone 14 Pro with 256 GB storage decreased by nearly 10%, now available for 126,000 rubles.
Currently, various models of iPhones are being offered with discounts as part of regular promotions. For example, the iPhone 11 can be purchased both in installments and with an 18% discount, while the iPhone 14 Pro Max is available at a 10% discount, as confirmed by a representative of M.Video-Eldorado.
Several factors contribute to these price reductions. One significant factor is the surplus of iPhones in the market resulting from parallel imports, which Apple no longer regulates. Additionally, there has been a notable decrease in demand for high-end models, not limited to iPhones. Furthermore, some users are switching to Android devices due to the limitations of Apple Pay on iOS and the unavailability of certain applications.
According to GS Group, the market share of premium smartphones in Russia has declined from 23% to 20%. This decline is primarily influenced by Apple’s shipments, which saw a decrease of 300,000 units in the first months of this year compared to the same period in 2022.
