Apple’s Russian sanctions have already begun to bite

Apple joins chorus of global voices demanding end to conflict in Ukraine.

As anticipated, Apple has joined the protest against Russian aggression in Ukraine. It is matching donations for humanitarian relief there and is withdrawing from the Russian market.

What Apple is doing

Apple’s moves follow a Tweet from Ukraine Vice Prime Minister Mykhailo Fedorov in which he urged Apple to stop offering products and services in Russia. It came in the form of a series of actions the company had already initiated but announced March 1:

• It has paused all product sales in Russia, including via its online store.
• It no longer exports product into sales channels in Russia.
• Apple Pay and other services have been limited.
• RT News and Sputnik News are no longer available in the App Store outside Russia.
• The company has also disabled both traffic and live incidents in Apple Maps in Ukraine as a safety and precautionary measure for Ukrainian citizens.

The company continues to evaluate the situation and will no doubt take further actions as necessary.

What Apple said

In a memo distributed to Apple employees since leaked to the media, Apple CEO, Tim Cook said: “This moment calls for unity, it calls for courage, and it reminds us that we must never lose sight of the humanity we all share. In these difficult times, I take comfort in knowing that we are united in our commitment to each other, to our users, and to being a force for good in the world.

[Also read: ‘You can’t hurry news. No. You’ll just have to wait’ – Siri]

Cook also promised that the company will match donations made by employees to humanitarian aid organizations on a two-for-one basis.

“Apple is donating to humanitarian relief efforts and providing aid for the unfolding refugee crisis. We are also working with partners to assess what more we can do. I know that many of you are eager to find ways to support as well, and we want to help amplify the impact of your donations. Starting today, Apple will match your donations at a rate of 2:1 for eligible organizations, and we will make this retroactive for donations to those organizations since February 25. Please visit the Employee Giving Portal to learn more,” Cook said.

How Apple’s actions are already impacting Russia

These actions have begun to impact the local market.

The decision to terminate sales in Russia means hardware that is still in channel has shot up in price. Local reports claim MacBook Pro prices have reached over a million rubles, which is currently the equivalent of $10,000, and could be more, given the volatility of the collapsing Russian currency. The iPhone 13 Pro Max now costs $2,700+, while Apple Watch Series 7 costs maybe $1,750.

Re:Store, Russia’s biggest Apple premium reseller has also temporarily ceased trading. The company says that Apple’s decision to stop exporting products into Russia means it must reassess the market. Sanctions and skyrocketing inflation are also beginning to bite, and reports claim queues have formed at banks and cash machines across the country as people attempt to purchase foreign currency to use instead of the collapsing rouble.

Apple hasn’t yet taken the App Store in Russia offline. The company presumably sees app availability as a necessity to support some of the growing anti-war sentiment there.

Meanwhile, developers such as Readdle, MacPaw, SetApp and others in the Ukraine continue to do all they can to maintain service while resisting the occupation. Some in occupied areas may find this document of interest.

‘This moment calls for unity, courage’

For Apple, it’s about joining the international chorus to drive Russia to stop its indiscriminate attacks in Ukraine and find a peace deal.

“I know I speak for everyone at Apple in expressing our concern for all of those affected by the violence. With each new image of families fleeing their homes and brave citizens fighting for their lives, we see how important it is for people around the world to come together to advance the cause of peace,” Cook wrote in an email.

“This moment calls for unity, it calls for courage, and it reminds us that we must never lose sight of the humanity we all share. In these difficult times, I take comfort in knowing that we are united in our commitment to each other, to our users, and to being a force for good in the world.”

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