iPhone 15 reset prices – Kommersant FM

The iPhone 15 in Russia fell sharply in price a month after the start of sales, the top versions by almost a third. Izvestia drew attention to this. The price of a basic smartphone of the latest model with 128 GB memory has decreased by 15%, as follows from Yandex data in the “Products” section. Such a gadget now costs 83 thousand rubles. The cost of the iPhone 15 Pro with 256 GB memory decreased by almost 30%, to 129 thousand rubles. The situation is similar with the 15 Pro Max model, they are asking around 150 thousand rubles for it. Analysts and market participants attribute the trend to high purchase prices at the start of sales.

Now the market is stabilizing, and the cost of smartphones is decreasing, explained Anton Gusev, product manager for Apple at the X-com group of companies: “There really is such a trend. This happens because the initial purchases of parallel imports, let’s say, were at inflated prices. Suppliers and distributors initially, apparently, also inflated the cost of new iPhones.

Now the market is slowly starting to calm down, prices are returning to normal. In addition, the initial booming demand is ending. Plus, now we see a certain trend in exchange rates; due to the strengthening of the ruble, there is also a price correlation downward by 15-20%.

Now, for example, the cost of an iPhone 15 Pro Max for 1 TB fluctuates around 280 thousand rubles. At the initial stage it amounted to more than 300 thousand rubles.”

Meanwhile, according to Avito, the number of iPhone 15 purchases in Moscow exceeds the sales volumes of Apple’s previous flagship by more than two-thirds. And compared to the thirteenth version, the new product is purchased four times more often.

The most severe shortage of iPhones is now noticeable in the high price segment, said director of the re:Store network Rasim Lemberansky:

“We are looking at official distribution channels and have not yet seen a reduction in iPhone prices. Sales started a month ago, and since then the cost of the iPhone 15 Pro, Pro Max and the regular version has not changed.

If we are talking about the Pro Max model, then its price starts from 190 thousand rubles. up to 270 thousand rubles. At the same time, I think that over the next month we can observe a slight decrease, around 10 thousand rubles. This will be connected precisely with reducing the shortage of these devices on the world market, in other words, with increasing their availability.

So far, the demand for Apple smartphones is quite high, and, unfortunately, we are not yet able to satisfy it.

We have a number of pre-orders that we have not closed yet. There is a shortage of iPhone 15. The maximum demand in the high segment is for the version of the smartphone with a memory capacity of 512 GB-1TB.”

According to Avito, the average bill for Apple products increased almost one and a half times over the year. Most often, Russians buy the Pro Max model; it accounts for half of all sales. In second place in popularity is the iPhone 15 Pro.

At the same time, it is difficult to predict demand for Apple products in the future, said Anton Guskov, director of public relations for the Association of Trading Companies and Manufacturers of Electrical Household and Computer Equipment:

“When a new product comes out, it always costs significantly more, especially if there is a hype around it. And Apple products, of course, belong to the category of goods that create high demand in the market. Therefore, this is already such a tradition – at first prices are much higher, then they stabilize, then decrease.

Meanwhile, reports from global research agencies say that the latest generation of Apple smartphones are being purchased more actively than, for example, the iPhone 13. That is, the dynamics are rather positive.

It is difficult to predict what it will be like. Of course, interest in this device remains, despite its high cost. Still, the mass segment is now occupied by other manufacturers, mainly Chinese.

If we talk about the risk of counterfeiting, then in the electronics market this problem does not arise at all due to the fact that this is a technically complex product that is very expensive to counterfeit. Among other things, it will be immediately obvious that this is a non-original product.”

A decrease in prices can also be observed against the backdrop of large supplies of equipment through parallel imports. The volume of imported gadgets covers the needs of Russians, Izvestia’s interlocutors suggest. The cost of iPhone in Russia does not depend on Apple; the indicator is primarily influenced by the dynamics of supply and demand, experts say.

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Elena Tyuleneva