In recent months, trends in consumer electronics pricing have shown shifts in several major markets, including Russia and China, with Apple’s iPhone 15 lineup experiencing notable movements in cost. The Russian market, as reported by the publication known as Executioner, has seen a downward drift in prices for the iPhone 15 family. The report highlights that pricing softened from mid-February levels to March, signaling a broader pattern of discounting across shared consumer categories. The basic iPhone 15 saw a drop from 71,000 to 69,500 rubles, while the iPhone 15 Plus declined from 98,000 to 89,800 rubles, and the iPhone 15 Pro reduced from 102,300 to 97,900 rubles. — Source: Executioner.
Notably, the iPhone 15 Pro Max appears as an exception within this trend, with an increase from 117,400 to 120,900 rubles. Analysts still view the overall price trajectory as reasonable for a premium device family, suggesting that buyers might find value in timing their purchase around these adjustments. — Source: Executioner.
Beyond Russia, a similar price relaxation has been observed in China, where demand for the iPhone 15 series has confronted competition from Huawei as consumer preferences shift. E-commerce platforms such as JD, TMall, and Pinduoduo reported price reductions approaching two hundred dollars, reflecting a broader online-market dynamic. In contrast, the official Apple store in China has maintained prices aligned with the launch period, illustrating a split between third-party channels and the brand’s own pricing policy. — Source: Executioner.
Historical context adds another layer to the narrative. Earlier data indicated that in 2023, Russians allocated a meaningful portion of consumer spending to iPhone-related entertainment rather than devices alone, with more than 15 billion rubles spent on iPhone games. This behavioral insight suggests a broader ecosystem effect where software and services contribute to the total cost of ownership, even as hardware prices fluctuate. — Source: Executioner.