ANALYSIS OF CHANGES IN DEMAND FOR IPHONES IN THE REGIONS OF RUSSIA IN THE CONTEXT OF NEW SOCIO-ECONOMIC AND GEOPOLITICAL CHALLENGES

Abstract

The article substantiates the problem of conspicuous consumption in the context of new socio-economic and geopolitical challenges for the Russian Federation. The author identifies the most popular affordable luxury goods among Russian consumers, the Apple brand occupying the leading positions. The pricing policy for Apple smartphones under the conditions of external sanctions and restrictions has been studied. The article analyzes the demand for iPhones using the electronic word selection service wordstat.yandex.ru, which makes it possible to get information about Yandex users' requests for the studied period of time in a certain region. This analysis has revealed the dynamics of demand for iPhones in different regions of Russia during the crisis of 2021-2023, including for the purchase of goods on the secondary market, at the expense of credit funds and in installments. It has been established that the most overcredited regions of Russia have a high demand for iPhones in terms of the total amount of debt owed by individuals. The article highlights the destructive nature of the conspicuous consumption phenomenon, especially in crisis periods among low-income segments of the population. The conclusion is made about the need for the state to form a culture of sustainable consumption and develop new axiological guidelines for the implementation of social policy.