According to analysts, the American company's decision to end all sales of its products in Russia also puts pressure on other smartphone manufacturers. In general, they can be expected to do the same. Apple he announced this decision on Tuesday, along with a number of other measures in response to Russia's invasion of Ukraine.
All Apple products in the Russian Online Store are listed as "unavailable". And since the company does not operate any physical stores in Russia, a Apple will stop importing goods even to official distributors, so no one in Russia will buy a device with a bitten apple logo after stocks run out. The move thus puts clear pressure on rival companies, such as the world's largest smartphone vendor Samsung, to follow suit. This was reported by CCS Insight Principal Analyst Ben Wood to CNBC. Samsung has not yet responded to CNBC's request for comment.
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Apple is a big player in the technology space, and is also one of the most valuable companies in the world. According to Counterpoint Research, it sold around 32 million iPhones in Russia last year, accounting for roughly 15% of the Russian smartphone market. Even Anshel Sag, principal analyst at Moor Insights and Strategy, said Apple's move could force others to follow suit.
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However, it is also a question of money, and sooner or later one can really expect other companies to stop selling their equipment in Russia. Of course, the fall of the Russian currency is to blame. For those who are still "functioning" in the country, there are practically only two options. The first is to follow Apple and stop the sale. Since the ruble is constantly losing value, the more subtle option is to reprice your products, as he did Apple in Turkey when the lira collapsed. But the Russian-Ukrainian conflict is constantly evolving, so it is of course difficult to predict how who and what society will behave.
