The cost of Apple devices in Russia has fallen as demand wanes following the withdrawal of official support for Russian users. This trend was discussed by Leonty Bukshtein, editor-in-chief of the Internet portal Mobile Telecommunications, in remarks to Pravda.Ru. The drop in prices reflects a shift in consumer behavior and confidence, with buyers reconsidering the value of devices in a market where service guarantees and post-purchase support have become uncertain. The analyst pointed out several contributing factors that influence pricing in this environment: first, the absence of ongoing official support from Apple; second, the company’s lack of guaranteed quality assurances in the local market; and third, a general hesitation among users who may prefer to avoid risk in an ecosystem where service and software updates are less predictable. He also noted that many potential buyers who could afford Apple products have already made their purchases, which reduces demand pressure at retail levels. The combination of diminished demand and the perception of increased risk leads retailers to adjust prices to attract more price-sensitive customers while trying to move existing stock.
The same expert observed that Apple devices still rank among the top three best-selling products in the region and that customer satisfaction with the hardware remains high for those who own Apple products. Nevertheless, his assessment suggested that competitors, including several Chinese manufacturers, have managed to close the gap in perceived quality with the iPhone, thanks to improvements in design, performance, and value for money. This competitive dynamic further supports the price adjustments seen in the market as retailers shift focus toward offering more compelling options to budget-conscious buyers without sacrificing perceived quality.
Reports from the Hi-Tech Mail.ru portal highlighted a notable instance of price erosion: the iPhone 15 Plus with a 6.7-inch display saw prices drop by about one-third in Russia. The model, introduced in autumn 2023, initially carried a markedly higher price tag in Russian stores, with launch pricing around 140,000 rubles. By May, regional retailers were listing the device around 90,000 rubles, and in some cases even lower. This pricing trend mirrors broader consumer caution in a market where the balance between prestige, performance, and long-term support is being reassessed. It also signals that both domestic and international sellers are recalibrating expectations to maintain demand while acknowledging the evolving realities of the local distribution landscape.
In this broader context, the possibility of brand adjustments, including potential changes to product branding or service commitments in the region, continues to shape how customers perceive value. The unfolding situation underscores how the interplay between service availability, device quality perception, and affordability can influence purchasing choices and market dynamics. For shoppers, the current environment presents an opportunity to evaluate whether premium devices still align with personal needs and budgets, or if more affordable alternatives provide comparable satisfaction given the available ecosystem and support pathways. The sequence of price changes across models demonstrates a market attempting to balance demand with the realities of post-sale service expectations and the competitive pressure from other manufacturers. At the same time, it reflects a broader trend of consumers seeking clarity on cost versus benefit in a landscape where brand loyalty may be tempered by practical considerations of ongoing support and value. The market thus remains attentive to further shifts in policy, pricing strategies, and the overall service promise that accompanies premium devices. (Pravda.Ru)