For technology companies, this changes the rules of competition. Premium devices remain highly desirable; however, financing, trade-in programs, and banking partnerships gain importance when driving purchasing decision.<\/p>\n\n\n\n
To understand how these trends are affecting Apple’s business across emerging markets, we spoke with Oleg Kazeko, Head of Affordability at ASBIS.<\/p>\n\n\n\n Apple may offer the same products worldwide, but the path to purchase differs from market to market. Income levels, banking infrastructure, payment habits and consumer expectations vary significantly from one market to another, making a one-size-fits-all approach inefficient.<\/p>\n\n\n\n According to Oleg Kazeko, successful consumer offers always begin with understanding the market rather than choosing a financing solution.<\/p>\n\n\n\n “Before launching any program, we analyze the market from multiple perspectives. We look at macroeconomic indicators, consumers’ purchasing power, existing retail offers, and the maturity of the local banking, payment and fintech ecosystem. Based on this analysis, we identify the right financial partner and develop the most appealing customer offer, whether it’s installment financing, consumer credit or exclusive benefits with a particular bank or payment system.”<\/em><\/p>\n\n\n\n The approach differs from one market to another. In Ukraine, demand is largely driven by exclusive offers for customers with credit cards or pre-approved credit limits from the country’s leading banks. In Kazakhstan, installment financing has become the primary driver of Apple sales. In Georgia, customers are more responsive to cashback offers developed jointly with partner banks and payment systems.<\/p>\n\n\n\n “Many of our markets are emerging economies, where the price of a premium device can represent up to 5 average monthly salaries. Our goal is to close that affordability gap by making Apple technology accessible to more people through purchasing solutions tailored to the realities of each local market.”<\/em><\/p>\n\n\n\n Understanding the market is only the first step. The next challenge is designing a purchasing experience that feels simple for the customer, regardless of the complexity behind it.<\/p>\n\n\n\n As Oleg explains, consumers rarely think about financing products, banking partnerships or payment mechanisms. They simply want an offer that makes their purchase easier.<\/p>\n\n\n\n “People don’t really know what affordability is, and they don’t need to. We don’t promote affordability as a concept. Instead, we transform accessibility into a range of relevant offers designed for different customer segments. For consumers, it’s simply a special offer available when purchasing an Apple product.”<\/em><\/p>\n\n\n\n This shift is transforming the purchasing journey into a connected ecosystem, where retailers, financial institutions and technology providers work together to deliver a seamless customer experience rather than a range of separate services.<\/p>\n\n\n\n Trade-in has become an increasingly important part of that ecosystem. As consumers look for smarter ways to upgrade their devices, the ability to apply the value of an existing device toward a new purchase helps reduce the upfront cost while making premium technology more accessible.<\/p>\n\n\n\n Breezy, the leading trade-in provider in CIS and part of the ASBIS Group, enables channel partners to integrate instant device valuation, trade-in and the purchase of a new device into a single customer journey. By simplifying the upgrade process, it helps partners improve conversion and customer retention while giving consumers a faster and more convenient way to upgrade their devices.<\/p>\n\n\n\n Ultimately, the effectiveness of these solutions is measured not by the number of programs launched, but by the value they create for customers and partners alike.<\/p>\n\n\n\n “Our primary KPI is straightforward: we want as many people as possible who aspire to own an Apple device to be able to purchase one through our programs. At the same time, we measure every program by its business impact to ensure we are driving meaningful results.”<\/em><\/p>\n\n\n\n The purchasing journey will continue to evolve as digital technologies deeper integrated into the customer experience. The next generation of purchasing solutions will be more personalized, predictive and seamlessly embedded into the buying process.<\/p>\n\n\n\n Looking ahead, Oleg Kazeko believes the next stage of this evolution will be driven by personalization rather than conceptually new financial products.<\/p>\n\n\n\n “Customers won’t need to apply for financing or wait for approval. The offer will already be there, tailored to their profile and purchasing behavior. AI will make these offers increasingly personalized by combining financing, trade-in and customer data into one seamless purchasing experience.<\/em><\/p>\n\n\n\n Trade-in is also expected to become a standard part of the upgrade cycle rather than an optional service. Combined with financing and personalized offers, it will help consumers upgrade more frequently while extending total lifecycles through reuse and refurbishment.\u201d<\/em><\/p>\n\n\n\n For ASBIS, the future of Value Distribution is intrinsically related with building connected ecosystems that bring together technology vendors, retailers, financial institutions and proprietary solutions to create purchasing experiences that are simpler, smarter and exactly the right fit for every customer.<\/p>\n","protected":false},"excerpt":{"rendered":" The premium technology market is changing. Innovation remains at the heart of customer demand, but purchasing decisions now extend beyond the product itself. Consumers increasingly consider how they may finance, upgrade and own a device over time. According to McKinsey’s State of the Consumer 2026, 82% of consumers are keeping products longer before replacing them,…<\/p>\n","protected":false},"author":2,"featured_media":10587,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-10579","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press"],"yoast_head":"\n![\"\"](\"https:\/\/news.asbis.com\/news\/wp-content\/uploads\/2026\/07\/quote-template-1920\u04451080-1-1-1-2-1024x576.png\")
<\/figure>\n\n\n\nThe\u00a0purchase\u00a0experience\u00a0is\u00a0changing<\/h3>\n\n\n\n
The next generation of the purchase journey<\/h3>\n\n\n\n