Russian resellers unveiled the iPhone 17 on Saturday, with major retailer Restore: reporting a 66% jump in pre-orders compared to last year, highlighting strong demand for Apple devices despite Russia’s economic downturn.
Russia is grappling with 20-year-high interest rates and a budget deficit exceeding 4 trillion roubles, yet enthusiasm for Apple’s latest smartphones remains resilient. Apple itself halted direct sales and suspended Apple Pay in 2022 due to Western sanctions, but resellers continue to import devices through parallel channels, pushing prices far above U.S. and European levels.
At Afimall City in Moscow’s business district, Restore: displayed the new models for browsing, with deliveries promised in coming days. The base 256GB iPhone 17 is priced at 119,990 roubles ($1,437)—about 57% higher than in the U.S.
“There is a huge fan base that will never exchange iPhone for anything else,” said Lyudmila Semushina, PR director of Restore:. Customer interest is especially high for the redesigned iPhone Air and the upgraded Pro models with improved cameras.
Tech blogger Sergei Yepikhin noted that while Android remains more practical in Russia, the new iPhones’ features are luring users to switch. Restrictions on WhatsApp and Telegram calls have also boosted demand for FaceTime, further embedding iPhones into Russian digital life.
To bypass Apple Pay’s absence, Russian banks such as Sber and T-Bank recently rolled out local contactless payment services. Despite higher logistics costs from imports, Restore: said its supply chain remains “quite stable,” though short-term shortages of new iPhones are expected.
Apple was Russia’s top smartphone brand by revenue in 2024, while Xiaomi led in unit sales, underscoring the iPhone’s enduring premium appeal even in a strained economy.