In the first quarter of 2023, Android devices dominated the Russian smartphone market with an 89.6 percent share. This figure marks a rise of 4.3 percentage points compared with the same period a year earlier, underscoring a continuing preference for Android among buyers. Market observers explain the shift by looking at both volume and value of sales, which together reveal how consumer choices translated into the bottom line for the quarter.
Quantitatively, Android smartphone sales grew from about 5.65 million units to 5.85 million units during the quarter. The corresponding money value increased from roughly 89.8 billion rubles to about 107.8 billion rubles, highlighting a solid momentum behind Android devices. By market share, Android captured 63.5 percent of all smartphone sales in the period, a gain of 3.4 percentage points from the year before and a clear signal of sustained strength in the Android ecosystem.
In contrast, the iPhone faced a retreat in the early months of the year. The category’s share slipped from 14.4 percent to 10.4 percent, with unit sales moving from around 951 thousand devices to about 677 thousand. When measured by revenue, Apple’s slice of the market fell from 39.9 percent to 36.5 percent, with revenue slipping from approximately 71.58 billion rubles to about 51.6 billion rubles. These shifts reflect a combination of shifting consumer behavior and the broader market dynamics at play in Russia during the period.
Industry analysts point to several factors behind Apple’s reduced activity in Russia. A notable element is the decline in parallel imports of American devices, which has constrained supply in the local market. Additionally, the introduction of new models from competing brands appears to have drawn attention away from Apple offerings. Reports on the period also mention a partial disruption of certain Apple services inside Russia, a circumstance that may have slightly weakened viewer loyalty and influenced purchasing decisions among consumers and tech enthusiasts alike.
Beyond the headline figures, observers have noted a growing interest in innovative form factors, including foldable smartphones, which seem to be gaining traction among specific segments of buyers. This trend aligns with broader global consumer interest, suggesting that flexible design and multi-tasking capabilities could shape product planning and marketing strategies in the near term.