Apple Expands in Emerging Markets by Launching New Online Store in Russia

Apple Edges Closer to Opening Online Store in Russia

Apple appears to be inching closer to opening an online store in Russia, adding another localized operation to its growing portfolio. The company has posted a job ad for a Russian Chat Team Manager specifically for an Apple Online Store in Russia.

Currently, Apple only sells products like the iPhone, iPad, and Mac computers in Russia via third-party resellers, such as mobile carriers or other retailers. When you click on the ‘buy’ button on the current Apple site in Russian, you get this:

Limited Presence in a Dominant Market

Despite being one of the leading smartphone brands globally, Apple’s presence in Russia is relatively limited compared to Android devices made by Samsung and others. In fact, Android dominates the smartphone market in Russia.

However, establishing a stronger retail and online presence could be a strategic move for Apple to lay the groundwork for a more aggressive low-price device strategy to better compete against Android and other players in the market.

A New Opportunity for Direct Sales

By opening an online store in Russia, Apple will be able to manage direct sales to customers, bypassing third-party resellers. This move will not only increase its revenue but also provide a more localized experience for Russian customers.

The job ad for the chat manager was posted yesterday afternoon and refers specifically to the online store. The role requires leading a team of 12-15 ‘advisors’ who would help with online customer care. The ideal candidate should be able to coach advisors to meet or exceed business goals, ensuring that all Apple customers receive excellent service.

A Growing Need for Localized Operations

Apple has been gradually building its presence in emerging markets as a key target for handset makers. In January, the company received approval to establish both a physical and online store in Indonesia, where it will invest between $2 million and $3 million to build out its retail operations.

Establishing local physical and online retail stores in emerging markets like Russia is essential for Apple’s wider strategy to ramp up business in these countries. International sales already account for 61% of Apple’s total revenues, with Greater China seeing a 67% increase in revenue.

A Key Component of Apple’s Strategy

Establishing a stronger retail and online presence will be a crucial step in laying the groundwork for a more aggressive low-price device strategy. This move will allow Apple to cater specifically to consumers in these regions with low-cost, pared-down iPhones.

We’ve seen reported leaks about Apple working on a low-cost iPhone, but officially, the company has declined to comment on this topic. However, CEO Tim Cook mentioned during last month’s Q1 earnings call that selling iPods at different price points has been a success for the company.

A Growing Portfolio of Localized Operations

Apple is not just expanding its retail presence in Russia but also hiring for other positions across the country. In the last week, several job ads have been posted, including roles for a Customer Support Specialist and an Online Store Manager.

These hires will not only help with the launch of the online store but also contribute to the growth of Apple’s overall business in Russia. The company is clearly committed to expanding its presence in emerging markets and providing a more localized experience for customers worldwide.

Conclusion

Apple’s decision to open an online store in Russia marks another step in its expansion into emerging markets. By establishing a stronger retail and online presence, the company will be able to manage direct sales to customers, increase revenue, and provide a more localized experience for Russian customers.

As Apple continues to grow its portfolio of localized operations, it’s clear that the company is committed to providing a seamless customer experience across the globe.