Russians unfazed by higher prices as iPhone pre-order demand soars

MOSCOW: Pre-order demand in Russia for the new iPhone is 15 per cent higher than for its predecessor, one reseller told Reuters on Friday, even though it is at least 50 per cent more expensive than in the West.

Russia legalised so-called ‘grey’ or ‘parallel’ imports to allow goods to enter the country without the brands’ permission after Western companies such as iPhone maker Apple imposed export bans in 2022 in response to the war in Ukraine.

Lyudmila Semushina, a spokesperson for electronics retailer restore, said the iPhones going on sale this month had arrived in Russia from “all over”, without naming specific countries.Countries that have not imposed sanctions against Moscow, such as Turkey, China, India, Kazakhstan and other former Soviet states, have seen sharp increases in trade with Russia since the conflict began.

“Comparing with last year’s pre-order, (demand) is 15 per cent higher than pre-orders were for the iPhone 15,” Semushina said.Apple did not immediately respond to a request for comment on sales and pricing of the new model in Russia.

Pre-orders were launched on Sept. 10 and physical sales are expected to start next week, retailers said, though Russians will have to stomach higher prices.Electronics retailer M Video said prices would start at 112,999 roubles ($1,225) for the 128GB iPhone 16, over $400 more expensive than the US price of $799. The 1TB iPhone Pro Max was available for pre-order in Russia for 249,999 roubles ($2,710), compared to the US price of $1,599.

When big brands left Russia and the switch was made to parallel imports, Semushina said her company stopped making official calculations on the premium Russian consumers pay.“There is an official retailer’s price, there are prices of grey sellers -- those who bring their hardware in suitcases -- so prices may vary,” she said.

She said the company had not had any contact with Apple since the conflict began. Apart from suspending all product sales in Russia in March 2022, the tech giant has also halted services like ApplePay.