Headlines
New iPhone 17 unveiled in Moscow, as pre-orders jump despite slowing economy
Published by Global Banking & Finance Review®
Posted on September 20, 2025
3 min readLast updated: January 21, 2026
Quick Summary
The iPhone 17 launch in Moscow has led to a surge in pre-orders, showing strong consumer demand despite Russia's economic challenges.
Apple's iPhone 17 Launch in Moscow Sparks Surge in Pre-Orders
iPhone 17 Launch and Consumer Response
MOSCOW (Reuters) -Russian resellers unveiled Apple's new iPhone 17 in stores on Saturday, as major retailer Restore: reported a sharp rise in pre-ordering this year.
Pre-Order Statistics
Strong demand for Apple smartphones offers a sign that consumer demand for popular products has yet to falter in line with a wider economic slowdown in Russia. The country has seen 20-year-high interest rates and a budget deficit of over 4 trillion roubles this year.
Impact of Sanctions on Sales
The iPhones' popularity in Russia has endured Apple halting sales in 2022 and suspending services like Apple Pay in the wake of Western sanctions over the invasion of Ukraine. In Russia, the phones also command higher prices than in Western markets.
Retailer Insights
"This year we have 66% more preorders than last year," said Lyudmila Semushina, PR director for Inventive Retail Group, which owns tech retailer Restore:.
Pricing and Supply Chain Challenges
"There is a huge fan base that will never exchange iPhone for anything else," Semushina said in the Restore: branch at Afimall City, located in the futuristic Moscow International Business Centre amidst some of Europe's tallest skyscrapers.
The U.S. tech giant rolled out the iPhone 17 range globally this week, introducing a new design, updated cameras, and the new Air model.
"It is worth thinking about switching from my current phone to the iPhone Air. This is a major update," said customer Oleg Kochetkov, adding that Russians are increasingly using iPhones for FaceTime after the government restricted WhatsApp and Telegram call services.
"There are a lot of new features that attract me. First of all, the cameras," tech blogger Sergei Yepikhin told Reuters.
Yepikhin said he was considering switching to an iPhone Pro from Android. Android devices are easier to use in Russia, he said, adding that he hopes local firms will develop solutions for smoother iPhone usage.
Russia’s Sber and T-Bank recently launched contactless payment services to bypass the Apple Pay ban.
The new Apple products displayed in Restore: on Saturday were for browsing only, with customers able to place pre-orders for delivery in the coming days.
"There is always a small shortage of new iPhones [in the beginning]," Restore:'s Semushina said.
She added that the retailer's supply chain is "quite stable," but that the additional logistics costs of so-called 'parallel imports' have impacted shelf prices.
The basic 256 GB iPhone 17 is listed at 119,990 roubles ($1,437.08) on Restore:'s online store, about 57% more than the U.S. retail price, and 29% more than Great Britain's.
Apple was the top smartphone brand by sales revenue in Russia in 2024 according to retailer M.Video Eldorado, though China's Xiaomi led unit sales.
Apple did not respond to a request for comment.
($1 = 83.4955 roubles)
(Reporting by Evgeniy Matveev and Dmitriy Turlyun, writing by Robert Harvey; Editing by David Gregorio)
Key Takeaways
- •iPhone 17 launched in Moscow with high pre-orders.
- •Despite economic slowdown, demand for iPhones remains strong.
- •Apple halted sales in 2022 due to sanctions.
- •iPhone 17 priced higher in Russia than Western markets.
- •Local retailers report stable supply chains despite challenges.
Frequently Asked Questions about New iPhone 17 unveiled in Moscow, as pre-orders jump despite slowing economy
1What is a pre-order?
A pre-order is a purchase made for an item that has not yet been released. Customers pay in advance to reserve the product, ensuring they receive it as soon as it becomes available.
2What is consumer demand?
Consumer demand refers to the desire of buyers for a particular product or service, influenced by factors like price, quality, and availability.
3What are interest rates?
Interest rates are the cost of borrowing money, expressed as a percentage of the amount borrowed. They can affect consumer spending and economic activity.
4What is a budget deficit?
A budget deficit occurs when expenses exceed revenues, leading to a shortfall that must be financed through borrowing or other means.
5What are sanctions?
Sanctions are penalties or restrictions imposed by one country on another to influence its behavior, often affecting trade and economic relations.
