The iconic iPhone, however, is not a novelty in Russia - people have long been spotted carrying them. These early arrivals were either purchased abroad, illegally SIM-unlocked, or, more likely, bought in local merchant markets such as Moscow's sprawling Gorbushka bazaar. The first version of the iPhone retailed at this bazaar for about 15,000 rubles, while unlocked versions of the newer model (iPhone 3G) went for as much as 50,000 rubles.

Russia is one of the world's biggest mobile phone markets, yet it took the iPhone a long time to hit these shores. Much of the delay was due to the fact that Russia's largest carriers - MTS, Beeline and MegaFon - could not reach a distribution agreement with Apple.

Apple's strategy lies in selling the handsets through specific service providers with a service contract. However, Apple seems to have decided to compromise on its stance, which is understandable, considering Russian consumers' insatiable demand for new, expensive, glamorous mobile phones. One of the best-selling models for Nokia is the 8800, which comes in many "exclusive" and "elite" variations, such as leather, stainless steel and gold plated. These top models go for anywhere between 36,900 rubles and 69,900. It is not uncommon for people to buy on credit expensive phones exceeding their monthly income.

A store manager at an Apple reseller said that the phone will be available from Friday, but he advised customers to call first and leave their contact number. "We already have more than fifty people on our list, so it is better to leave your number and we will call you when your phone is ready for pick up," he said. Most dealers, such as Evroset and Svyaznoy are also accepting advance orders.

Despite the long awaited official release of the coveted phone, few people expect long lines of people braving the cold to stand outside stores waiting to get their hands on the gadgets, or riot-like confusion that has so often accompanied the release of Apple's many products worldwide. The phones have been available on the grey market in Russia for months ahead of the official release, so those intent on having an iPhone at all costs already have them.

The iPhone 3G, which was released in 22 countries in the beginning of July, is expected to sell 10 million phones worldwide by the end of  2008. Meanwhile, in Russia, MTS, Beeline and MegaFon have pledged to sell 3.5 million handsets by the end of 2009.

Ayano Hodouchi