iPhone was classified – Kommersant

According to the results of the first quarter, Avito sold 18% more smartphones than in the same period last year, Kommersant was told in the company. At the same time, sales of Apple devices grew three and a half times. Yulia confirms the trend. At the same time, traditional retail chains note a decrease in iPhone sales in physical terms. Experts believe that the demand for new gadgets on classifieds will continue to grow, although the development of this trend has certain deterrent factors.

According to the results of the first quarter of 2023, 18% more smartphones were sold on Avito than in the same period last year, the company told Kommersant. Apple became the best-selling smartphone brand: its share was 59% of all sales on the classified. The average cost of a new iPhone at Avito for the year amounted to 48 thousand rubles, a used iPhone – 21 thousand rubles. Avito added that sales of new Apple devices on their site increased by 3.5 times compared to the same period last year, without disclosing absolute figures.

“Apple smartphones remain leaders in the Mobile Phones category, they accounted for 39.6% of the sales share,” Yulia (owned by VK) agrees. According to a company representative, devices from Samsung are in second place in terms of popularity with a share of 13.3%, and Xiaomi is in third place (12.6%). Yulia declined to give absolute numbers.

Until March last year, sales of new iPhones on Avito accounted for about 25% of all gadgets sold on the site, says Lyubov Morozova, lead product manager at diHouse. “After the legalization of parallel imports, the share of sales of new Apple devices on classifieds has increased many times over and is likely to continue to gain momentum,” adds Ms. Morozova.

At the same time, sales of smartphones from Apple through retailers are physically declining, although they are expected to maintain high figures in monetary terms due to the price of devices. Thus, according to M.Video-Eldorado, according to the results of the first quarter, Apple dropped from third to fourth place in terms of unit sales, ahead of it in the ranking of Xiaomi, realme and Samsung, although in monetary terms Apple has leadership. Among the new Apple smartphones in M.Video-Eldorado, the best-selling ones are the iPhone 14, and among the refurbished devices, the iPhone 11 and XR.

The flow of buyers of Apple technology from traditional retailers to classifieds is a recent trend, experts point out. Denis Kuskov, CEO of TelecomDaily, emphasizes that citizens have recently ceased to associate classifieds with the sale of exclusively used goods. According to him, in the sales of new Apple smartphones in the Russian market, the share of Avito is about 3-5%, and together with used devices – at least 20%.

However, the development of this trend has a certain limiting factor. “If we take the premium segment in technology, then people prefer to buy and inspect it at offline points or on proven marketplaces,” says Mr. Kuskov. When buying expensive devices, a full-fledged trade-in guarantee and installment programs are important to the buyer, adds a representative of M.Video-Eldorado.

In general, the demand for smartphones continues to shift to the segment of cheaper devices. According to the results of the first quarter, the average check for buying a smartphone in the M.Video-Eldorado network amounted to about 22 thousand rubles, which is 23% less compared to the same period last year. At the same time, according to the network, citizens did not buy fewer smartphones: in January-March 2023, more than 6.5 million new devices were sold, which is comparable to last year.

Timofey Kornev