In January 2024, the iPhone held a 14% share of all smartphones sold online in Russia, ranking second among brands in online channels according to Izvestia reports. The data highlights a continuing strength for Apple in a market that has experienced volatility but remains responsive to major brand players. Online phone purchases in this period reflected a shifting landscape where consumers increasingly favored premium devices even as local dynamics and import channels evolved. The takeaway is that Apple’s presence online in Russia remains meaningful, with iPhone products continuing to resonate with buyers who seek reliability and ecosystem continuity even amid broader market adjustments.
Over the course of the year, online iPhone sales rose by about 60%, while Apple’s overall brand share increased by roughly 2 percentage points. The Redmi brand led online smartphone sales with a 19% share, positioning it as the strongest competitor in the digital storefront. Tecno appeared in a close second tier alongside Apple, and Realme ranked among the top three, though its exact share was not disclosed. The competitive dynamic underscores a robust online market where multiple brands vie for consumer attention through promotions, availability, and perceived value across price bands.
Izvestia cited a source connected to electronics imports in Russia who noted that demand for Apple products persisted even two years after official activities in the market wound down. The stance suggests that consumer loyalty and the perceived quality of Apple devices continue to drive purchase intent, aided by brand perception and the ongoing availability of devices through parallel import channels that help maintain access to current models.
Industry experts interviewed for the publication pointed to the iPhone’s enduring popularity in Russia, attributing it to the familiarity users have with iOS and the appeal of the Apple ecosystem. This ecosystem effect means that user data and app configurations remain closely tied to a unified environment, which can influence a buyer’s decision to stay within the Apple family when moving across devices. Comments from Lyubov Morozova, head of the DiHouse Apple department, highlighted how parallel import arrangements facilitate timely availability of new devices for consumers despite external disruptions to official supply chains.
The broader narrative indicates that resilience in the Russian smartphone market has persisted through shifts in official distribution and import practices. An older, widely cited downturn affecting Apple’s standing is no longer the prevailing experience for many shoppers, who continue to seek dependable devices with strong hardware and software integration. This momentum reflects a combination of brand loyalty, practical access to new hardware through alternative import routes, and the ongoing attractiveness of Apple’s ecosystem for data continuity and user experience, even in a market facing regulatory and logistical challenges.