According to M.Video, smartphone sales in Russia dropped by 11.7% in volume and 5% in value during the first 37 weeks of 2026. Data provided by ICMR indicates that 15.2 million devices were sold, totaling 390.6 ₽ billion in revenue.
Market dynamics shifted as Samsung surpassed Apple to become the top brand by revenue. Redmi currently leads the market in terms of units sold, followed by Samsung, Realme, Honor, and Apple. Samsung and Honor both saw growth in sales volume and revenue despite the overall market decline.
The average retail price of a smartphone rose by 7.6% to reach 25.8 ₽ thousand. This increase in average cost explains why the total market value is contracting at a slower rate than the number of units sold.
Consumer preferences are gravitating toward brands that offer diverse product lineups and balanced features. M.Video analysts noted a clear trend of users switching to Android-based devices, which provide a wider variety of options across different price segments.
