According to a national newspaper report, Apple has slipped from the top three players in Russia’s smartphone imports, a shift noted by GS Group in a recent study. The analysis highlights a notable change in the market landscape, with 700,000 iPhones imported in the first quarter of 2023, representing a decline of about 30 percent from the same period the year before. As a result, Apple now holds roughly 11 percent of Russia’s smartphone market, placing it fifth in the overall rankings. The market leaders have shifted: Xiaomi leads with around 21 percent and about 1.3 million units sold in the quarter, Samsung follows with approximately 14.9 hundred thousand devices, Honor sits in third with 11.3 percent and around 730 thousand units, and Realme rounds out the top four with about 11.7 thousand devices.
Within the segment of used devices, Apple continues to perform strongly. Russians currently own more than 13 million iPhone smartphones, a figure that underscores the brand’s enduring appeal in the secondary market. In this used-device category, Samsung ranks first and Xiaomi second, illustrating distinct dynamics between new-device imports and resale demand. On the revenue side, Apple still dominates the money market for smartphones in Russia. In the first quarter of this year, iPhone sales accounted for around 40 percent of total smartphone revenue, a testament to the high price point and strong brand desirability that keeps Apple economically relevant despite weaker import growth.
Industry analyst Denis Kuskov, CEO of TelecomDaily, notes a clear trend: Apple’s share in overall market penetration is shrinking, yet the company preserves a privileged position in the higher-price segment. Kuskov observes that the premium nature of Apple devices helps sustain profitability even when imports decline, reflecting a pricing strategy that targets affluent buyers who prioritize ecosystem integration and device longevity. This dynamic suggests that, while market share in unit terms is contracting, Apple remains a leader in value terms, particularly among consumers willing to invest in flagship features, reliability, and after-sales perception.
Market observers point to the retail environment as a factor shaping this trajectory. Electronics retailers typically reserve space for a limited number of premium devices alongside a larger presence of cost-competitive Chinese brands. The observed display pattern—several kiosks featuring popular Chinese models and a smaller cluster showcasing Apple and Samsung Galaxy S22 or Galaxy S23—indicates a retailer-led segmentation strategy that sustains Apple’s leadership within its high-end niche. This display mix may reinforce consumer perception of Apple as a high-value option, sustaining demand in the premium tier even as overall import volumes vary.
Industry chatter and ongoing reporting have also touched on product launches and pre-orders. While the iPhone 15 Pro had not yet reached the Russian market at the time of assessment, discussions about pre-orders highlighted continued consumer interest. This interest reflects the broader appeal of Apple’s design philosophy, privacy features, and long-term software support, factors that continue to drive anticipation for new releases among technology enthusiasts and loyal customers alike. Attribution: GS Group and TelecomDaily insights corroborate these market dynamics and provide a lens into how pricing, supply chains, and consumer sentiment interact in Russia’s evolving smartphone ecosystem.