It has become unprofitable to trade Apple computers in Russia

The other day, a friend of mine told me that he was extremely indignant at the recent decline in prices for Apple equipment. I was surprised by his attitude to this great Apple event in Russia and decided to figure out what he was not happy with.


It turned out that he was selling Apple technology in one of the million-plus cities in Russia and the drop in prices had a strong effect on his profits. For comparison, he gave me a table from which it is clear that his profit from selling Mac computers after the price reduction is not inferior to the profit from selling ordinary PCs. Let me remind you that in the price lists of Apple distributors in Russia there is a price column called RRP (Recommended Retail Price). Accordingly, the seller is not entitled to sell these products below the RRP price.


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As a result, the retailer lost from 40 to 80 percent of its profits from the sale of Apple equipment.

If we take into account the fact that poppies in Russia are sold much heavier than similar PCs, then we can conclude that it was simply not profitable for a retailer to sell only Apple equipment in a store. Now he will have to either close down or expand the range in his store with other brands.