During the first nine months of 2024, the Russian smartphone market showed both growing value and steady demand. Market researchers reported total sales at 522 billion rubles, up 13 percent from the previous year. Xiaomi rose to the top by unit sales, signaling that buyers are still drawn to devices that deliver solid performance at an attractive price. The numbers illustrate a market that continues to adjust to evolving consumer tastes, frequent promotions, and ongoing product cycles. Brands expanded portfolios and introduced new features across a range of price points, keeping competition lively as buyers explored entry, midrange, and premium options. The snapshot also hints at how vendors must balance innovation with affordability to sustain momentum in a market that remains actively engaged with mobile technology.
Unit shipments reached 21.7 million devices, underscoring the scale of demand across the country. The strongest growth occurred in the 80,000 to 100,000 ruble band, rising 97 percent, a sign that more consumers are opting for mid-to-upper range devices that offer premium features at practical prices. A key driver behind this uplift was the incorporation of artificial intelligence in several models, enhancing camera performance, processing efficiency, and the overall user experience. The AI-enabled segment accounts for about 2 percent of total market sales, demonstrating how software enhancements are influencing buying decisions even as many buyers still pursue value in the midrange. Across most price bands, sales rose, with the 50,000 to 60,000 ruble range and devices priced up to 10,000 rubles showing more modest growth than the rest of the market.
Xiaomi maintained its leadership in unit terms with a 24 percent share, while Apple led by revenue with a 33 percent share, underscoring the distinct dynamics between volume and value in the Russian market. These patterns reflect how consumers weigh budget considerations against the appeal of premium features when choosing devices. They also indicate ongoing competition among brands across multiple segments as promotions and new launches continue to shape buying decisions. The result is a market where volume and value strategies coexist, with brands pursuing broad appeal while selectively pushing higher-margin models.
The top 5 smartphone brands by unit sales in January-September 2024 were:
- Xiaomi – 24%;
- Techno – 15%;
- Realme and Samsung – 11% each;
- Infinix – 10%;
- Apple – 9%.
Top 5 smartphone brands by monetary sales for January-September 2024 were:
- Apple – 33%;
- Samsung – 17%;
- Xiaomi – 16%;
- Techno – 8%;
- Realme – 5%.
Earlier references mention an iPhone parts manufacturing facility in India where a fire incident occurred, illustrating how global production disruptions can ripple through the supply chain and influence pricing and availability in various markets.