Shoppers crowded into a downtown Moscow store on the eve of Apple’s local launch, testing camera features under bright display lights and lining up to register their interest in the company’s latest handset. Retailers said pre-orders for the iPhone 17 climbed 66 percent compared with the previous generation, a striking rise that comes as other indicators show consumer spending slowing across parts of the Russian economy.

“We expected solid interest, but the response has exceeded forecasts,” said a spokeswoman for one leading Russian electronics retailer, speaking on condition of anonymity. The firm provided the 66 percent figure to Reuters and said it reflected orders collected from online and in-store channels since Apple began promotional demonstrations earlier this month.

Customers interviewed in Moscow cited camera upgrades and incremental battery life improvements as decisive reasons to upgrade. “I use my phone for photography and travel, so the new camera was the main reason I pre-ordered,” said Anton, 34, an early buyer resting his new device on a display table. Store employees demonstrated the device’s photo-processing features to small groups throughout the day, underscoring the marketing emphasis on imaging.

The surge in pre-orders comes against a backdrop of a slowing economy, with analysts pointing to a combination of lower oil revenues, lingering international sanctions and higher borrowing costs that have cooled growth and tightened household budgets. Still, luxury and status goods often show resilience in such environments, buoyed by wealthier consumers and those who prioritize technology upgrades.

“High-end consumer electronics can be insulated from broader weakness because they’re a form of conspicuous consumption and investments in productivity tools,” said a Moscow-based retail analyst who declined to be named. “Apple’s brand strength and a clear feature narrative — better cameras, smoother performance — reduce friction in buyer decisions.”

Supply logistics and pricing will be key to how sustained the momentum is. Apple’s official retail presence in Russia is limited compared with some other markets, and sanctions-related dislocations have pushed some consumers toward third-party sellers and parallel imports in recent years. The retailer that supplied the pre-order data said it expects inventory to meet initial demand but cautioned about potential delays if global supply-chain pressures worsen.

The dynamics in Moscow mirror patterns seen in other markets where new iPhone releases often catalyze a spike in spending even when macroeconomic signals are muted. For policymakers and economists, such pockets of robust consumption complicate the picture of consumer confidence and make it harder to read the near-term trajectory of household demand.

Environmental and social critics argue that sustained demand for frequent device upgrades raises questions about electronic waste and unequal access to technology. Retail staff and buyers in Moscow acknowledged the prestige associated with the new model, while some younger customers said they were trading in older devices rather than buying additional phones.

As Apple’s iPhone 17 hits shelves, the Moscow rollout will be watched for whether the early spike in pre-orders translates into steady sales through the holiday season, and whether Russia’s retail infrastructure can balance persistent demand with the economic headwinds shaping the wider market.