Over the past two weeks, Russian retailers have reduced iPhone prices to 30%. So, they were reduced by M. Video -Eldorado, Re: Store, Svyaznoy, told Izvestia in companies. A similar situation in other brands. Among the reasons are the strengthening of the ruble, a decrease in the availability of loans for the population and consumer income. Demand for the iPhone remains, but deliveries to Russia are also ongoing. True, the citizens of the Russian Federation are scared away by the new Apple policy and the inability to use payment services, so stores are trying to get rid of these products, experts say.
Retailers reduced Apple products to 30%. In M. Video -Eldorado, this happened as part of the return of federal promotions. In addition, the assortment of corporation goods is involved in the loyalty program - up to 50% of the purchase can be paid with bonus rubles, the company added.
Such a decision was made, since demand was stabilized, it became possible to return discounts and attract the attention of customers, explained in the press service of M. Video-Eldorado. The promotions are covered by more than a thousand Samsung, Xiaomi, ZTE Siemens, AEG, BOSCH and a number of Chinese brands.
The prices for the iPhone fell in RE: Store, while each model had its own percentage of lowering, said retailer sales manager. He added that demand remains on the phones, only a few pieces are available for some models. This applies to the most expensive smartphones of the line - 13 Pro Max (from 169 thousand rubles). At the same time, the supply of goods to Russia continues, the representative of Re: Store said
According to Wildberries, the prices of some iPhone smartphones in April decreased to 31% due to the strengthening of the ruble exchange rate. Now on the marketplace, various iPhone models are presented in different colors and a memory volume of 64 to 512 GB, including the last, 13th series, the company said.
Prices reduced to other phones, for example, about 30% for individual Xiaomi models, 15% for some Samsung, Wildberries said.
- The prices in the market are really reduced, and this is due to the strengthening of the ruble. For the most massive models, such as the iPhone 11, the prices are already comparable to the February, ”the Vice President for the procurement and development of Svyaznoy company Mikhail Dogadin confirmed Izvestia.
Demand for smartphones is reduced after excitement in late February and March: most people are now trying to preserve savings, explains the guilty guidance. They agree with him in M. Video -Eldorado. On February 26, Izvestia wrote that stores raised the prices for iPhone by 10–20 thousand rubles. Then Samsung, Honor and other brands also rose.
Infoline -analyst general director Mikhail Burmistrov confirms: the prices for smartphones were revised within a few days. The iPhone 12 was most then rose. Apple reacted the most quickly to the crisis, but even rising prices did not affect sales - the demand was exciting, the expert recalls.
The peak of price growth for the iPhone was reached at the end of the first decade of March and compared to the twenties of February amounted to 70–80%. By the end of March, the cost began to decline. Now the price is normalized, noted by Mikhail Burmistrov. Rooting the ruble is the main reason for reducing prices for equipment, the expert believes.
There are two more reasons for falling prices for Apple: reducing the availability of loans for the population. In addition, in the current situation, people do not want to spend fabulous amounts on the phone, said Sergey Polovnikov, head of the Content-Review project.
The new Apple policy negatively influenced demand - the termination of PayPal, the removal of applications and the like: this scares away customers. Therefore, even when reducing prices, it is far from a fact that demand will grow, ”the expert believes.
In addition, on contract obligations with Apple, Retail was obliged to purchase the company's products in large volumes, said Sergey Polovnikov. In his opinion, this could lead to large supplies of goods, and in this situation, products are an expensive non -excess, which should be rid of as soon as possible.
Izvestia sent a request to Apple.
“In fact, this is not a decrease in prices, but a market correction after a panic excitement and an unreasonable increase,” explained Egor Klopenko, the economist and founder of the ITLEADERS venture investors club. - Many retailers raised prices for equipment with a large margin. On the one hand, they were rebuilt, and on the other hand, they earned on a stir. But now the ruble is more expensive than February 24, and consumers can no longer explain the sky -high prices for phones.
Egor Klopenko added that consumers remembered both the brands that have gone from Russia and retail chains, which tried to earn on this difficult situation and behaved dishonestly in relation to the buyer. The expert doubts that these brands and networks in the near future will recover to previous volumes.
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