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Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallIn July 2022, Tecno narrowly outsold Apple in Russia by number of smartphones sold: 7.5% of units versus 7%, according to MTS data reported by Kommersant. Xiaomi and POCO together accounted for 42% of unit sales. Those figures describe one month during a major supply disruption—not a current ranking or a measure of phones in use. Apple still claimed 25% of sales revenue, against Tecno’s 4%.
What the July 2022 figures actually show
The percentages come from MTS data for Russian smartphone retail sales in July 2022, reported by Kommersant on August 11, 2022. “Share” here means a share of phones sold by unit count unless the table specifies revenue. It does not mean shipments, installed base, or every phone in use across Russia. Kommersant’s report on the MTS figures also estimated that 2.3 million smartphones were sold that month, worth 36.7 billion rubles.
| Brand or group | Share of July sales by units | Share of July sales revenue |
|---|---|---|
| Xiaomi + POCO | 42% | 35% |
| Realme | 17% | 12.5% |
| Samsung | 8.5% | 11% |
| Tecno | 7.5% | 4% |
| Apple | 7% | 25% |
The table makes two important qualifications visible. First, 42% was a combined Xiaomi-and-POCO figure, not Xiaomi-branded phones alone. Second, Tecno’s narrow lead over Apple applied only to unit sales. The revenue column reverses the impression of a broad Apple defeat.
Why Chinese brands gained ground
The sales shift followed Apple and Samsung’s suspension of official sales to Russia after Russia’s invasion of Ukraine in February 2022. Retailers faced reduced official supply and depleted inventories, while parallel imports did not provide a consistent replacement for the previous flow of devices. Chinese brands—including Xiaomi, POCO, Realme and Tecno—had stronger availability across lower- and mid-priced ranges as many buyers became more price-conscious.
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Retailers and distributors told Kommersant that Apple and Samsung supply volumes had fallen by almost 90% from the beginning of 2022. That is industry commentary reported by the newspaper, not an independently audited national measurement. The broader point is that availability and pricing shaped the sales rankings alongside consumer preference.
The average smartphone price in Russia was about 16,100 rubles in July 2022, down 6% from June, according to the same MTS figures. That market-wide average is consistent with a shift toward less expensive phones, but it does not establish the average price of any individual brand.
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How Tecno beat Apple in units but not in value
Tecno’s 7.5% unit share was slightly higher than Apple’s 7%, but Apple generated 25% of smartphone sales revenue while Tecno generated 4%. The contrast indicates that Apple’s devices commanded substantially more revenue per device on average in that dataset. It does not support a precise brand-by-brand average selling price calculation because the reported shares do not provide the underlying unit and revenue totals for each brand.
Apple had not disappeared from Russia. Official supply was disrupted, but iPhones continued to reach retailers through parallel imports and other channels. In 2022 full-year figures reported by TASS, Apple led by revenue with 34%, ahead of Xiaomi at 24%, despite having a much smaller unit share. TASS’s account of the 2022 market figures illustrates why sales volume and business value should not be treated as interchangeable.
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Realme and Samsung also change the story
Realme, at 17% of units, was the second-largest brand in the July MTS snapshot. Its share exceeded Apple’s and Samsung’s combined 15.5%. That makes the month’s reshuffle broader than a two-brand contest between Xiaomi and Apple.
Samsung, at 8.5% of units, also fell below Xiaomi and POCO and Realme. The disruption therefore affected both major non-Chinese brands whose official sales had been suspended or restricted, even though Apple retained a much stronger share of revenue than its unit position suggests.
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What changed after July 2022
The 42% figure did not describe the rest of 2022, let alone later years. In MTS data covering January through October 2022, Xiaomi and POCO together had about 33% of unit sales; Samsung had 19%, Realme 14%, Apple 10%, and Tecno 7%. The longer period smooths out a single month’s conditions. Kommersant’s report on the January–October figures also cites M.Video-Eldorado data putting Chinese brands at approximately 65% of Russian smartphone unit sales by the end of 2022.
Tecno’s demand reportedly rose 563% year over year by late 2022, as covered by Kommersant. That is a growth rate, not a market-share figure: it does not mean Tecno held 563% of sales or that its share grew by 563 percentage points. The late-2022 report on Tecno’s growth describes a rapid expansion from a much smaller base.
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For full-year 2025, MTS estimates put Xiaomi at 22% of Russian smartphone unit sales, Samsung at 14%, Tecno and Realme at 13% each, and Apple at 8%. Apple nevertheless generated about 28% of revenue, according to Russian media reporting on MTS data. Telecompaper’s report on the 2025 MTS unit estimates and Gazeta.ru’s coverage of Apple’s revenue share show that the contrast between volume and value persisted.
Not every provider reported the same 2025 unit ranking. One separate estimate put Xiaomi at 24%, Tecno at 16%, Samsung at 12%, Realme at 11%, and Apple at 9%. Differences in data sources, retail coverage, brand grouping and methodology mean these estimates should not be combined as if they were one census. Rossiyskaya Gazeta’s alternative 2025 estimate is a useful example of that variation.
How to read “market share” headlines
- Check the period: A monthly snapshot can differ sharply from year-to-date or full-year figures.
- Check the measure: Unit share counts devices sold; revenue share measures sales value. Neither alone describes installed phones or shipments.
- Check the brand grouping: Xiaomi and POCO were combined in the 42% July figure.
- Check the data provider: MTS sales data is not automatically a complete count of every retailer in Russia, and estimates from other providers can vary.
- Account for distribution: Official supply suspensions, inventory and parallel imports influenced what retailers could sell.
The defensible reading is narrow: in July 2022, Tecno edged Apple in Russian smartphone unit sales, while Xiaomi and POCO together captured 42% of those sales. Apple remained far stronger by revenue, and later figures show that July’s share was a moment in a rapidly changing market rather than a permanent position.
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