M.video company reported that in the first 37 weeks of 2026, Russian smartphone sales fell by 11.7% annually in volume terms and by 5% in monetary terms. She cited data from the research company ICMR (“GFK-Rus”), according to which 15.2 million devices were sold during the period, worth 390.6 billion rubles.
Image source: M.video
Nikita Tolpygin, head of the Telecommunications and Gadgets Division at M.Video, said that the main feature of current market changes is the redistribution of demand among brands. Against the background of declining sales, Samsung and Honor’s sales increased in both quantity and value. Meanwhile, Samsung topped the list in sales and sales, taking Apple’s leadership position.
In addition to Samsung, the top five revenue rankings include Apple, Redmi and Honor, which have shown growth in both physical and monetary terms, as well as Realme. The top five sales brands are led by the Xiaomi Redmi brand, followed by Samsung, Realme, Honor and Apple.
Tolpikin also noted that the structure of consumer demand has changed: buyers are beginning to focus more on products from brands that offer a wide range of models, current features and the best value for money. “Against this background, the average selling price of smartphones increased by 7.6% to 25,800 rubles. Therefore, the monetary volume of the market fell significantly slower than the natural volume.” – he added.
M.Video believes that the current situation reflects the high demand for smartphones in the mass and mid-range price segments, with balanced features, a wide range of models and the best value for money remaining key selection factors. “At the same time, this dynamic shows that Russians want to move to Android-based devices that offer more choice in different price categories and allow you to choose a model that suits your personal needs,” – the company reports.
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