Apple Market Share Shift in Russia During 2024: Honor Takes Lead

By mid-2024, the Russian tablet market showed a notable shift in leadership, with long-time expectations for Apple facing new competitive dynamics. Market watchers reported that Apple slipped to a close second, capturing around 8% of the share, while a Chinese brand, Honor, led the sector with roughly 10%. The shift reflected a combination of price sensitivity, evolving consumer preferences, and regulatory influences that increasingly shaped purchasing decisions in Russia. As devices from China gained traction, buyers weighed not only brand prestige but also on‑the‑ground value, compatibility with regional networks, and the overall cost of ownership in a market facing tightening sanctions and import controls. [Citation: News]