Overview of 2023 Smartphone Sales on MegaFon and Yota Networks
In 2023, the MegaFon press service reported a notable shift in smartphone sales across MegaFon and Yota networks, with Chinese brands seizing the top spots for the first time in the year. The year’s most sold device by volume in physical terms, and the leading model priced under twenty thousand rubles, was the Honor X6. In the mid-price band, smartphones priced from twenty thousand to fifty thousand rubles saw the Infinix Note 30 Pro taking the first position, while the most expensive tier, devices priced above fifty thousand rubles, was led by the Apple iPhone 13.
David Borzilov, who directs MegaFon’s strategy and sales development, commented on the trend: the smartphone industry giants Apple and Samsung are gradually losing their traditional fans in Russia. Deliveries of devices from these brands continue, but the combination of reduced marketing activity and rising prices appears to be eroding their market share. This shift is observed as a core factor behind the market’s recalibration.
MegaFon’s data also highlighted how the brand landscape sounded in 2022, with Samsung and Xiaomi each accounting for 24 percent of popularity, and Realme placing third with 21 percent. A very similar distribution was noted for 2021. In the following year, Samsung again topped the popularity chart at 39 percent, Xiaomi came in second with 29 percent, and Apple held the third position at 11 percent.
Overall, the 2023 reporting reflects a broader movement toward more affordable or mid-range devices, influenced by price sensitivity and shifting consumer preferences, alongside a continued interest in flagship or high-end models where available. The market dynamic showcases how consumer choice evolves when pricing, marketing presence, and product availability intersect in a competitive telecom landscape. Brands traditionally dominant in Russia face a recalibrated competition, while newer or non-traditional players gain traction in specific price segments.