Xiaomi Leads Russian MTS Smartphone Market in 2023, Shifting Brand Dynamics

In 2023, Xiaomi captured 24.3 percent of all active smartphones on the MTS network, establishing itself as the leading brand among MTS customers in Russia. This shift marked a clear departure from Samsung, which had commanded the Russian market from 2020 through 2022. The figures originate from a statement released by the MTS press service. A year earlier, Xiaomi held the same 24.3 percent share. MTS attributes the sustained growth to ongoing marketing efforts and Xiaomi’s expanded model range spanning entry level, mid-range, and premium segments, making its devices accessible to a wide audience. Samsung remained the second most popular brand on the operator’s network in 2023, with its share slipping from 25.7 percent to 22.7 percent. Apple stayed in third place, matching its 2022 position, driven by strong user loyalty and a high rate of upgrading to newer iPhone models. In 2023, a significant majority of Apple customers chose newer models when upgrading. The MTS press service notes that 59 percent of iPhone users moved to a newer model within the year. Realme, TECNO, and Infinix also showed notable growth, collectively rising from 5.4 percent to 11.2 percent in 2023. Among MTS subscribers, the most popular devices were the iPhone 11 and the Redmi 9A. The data illustrate how price variety, ongoing promotions, and brand ecosystems influence device choices among Russian mobile customers. Market observers point to Xiaomi’s strategy of expanding across entry, mid, and premium segments as a driver of broad appeal, while Samsung and Apple compete through loyalty programs, camera capabilities, and software updates that keep existing customers engaged. The 2023 shift underscores the importance of product variety, aftersales experience, and a strong marketing presence across diverse price points. Overall, the technology landscape within the MTS network signals growing room for mid-tier and budget devices alongside premium options that appeal to enthusiasts and business users alike. Analysts expect continued competition among these brands to shape consumer decisions in the years ahead, with Xiaomi’s aggressive expansion and Samsung’s established ecosystem continuing to influence the market. Brand dynamics also reflect regional consumer preferences, with manufacturers adapting portfolios to address evolving needs such as battery life, camera performance, and durability. The ongoing balance between price, performance, and brand perception remains a key factor for buyers evaluating Xiaomi, Samsung, Apple, Realme, TECNO, and Infinix devices. Market observers remind readers that device popularity can shift with new model launches, promotional campaigns, and changes in carrier policies. While Xiaomi led in 2023, the competitive landscape can change quickly as new smartphones enter the market and user expectations evolve. The insights from MTS data provide a practical guide for marketers, retailers, and technology enthusiasts tracking device trends in Russia.