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Apple Curbs Russia Sales as McDonald’s Increases Prices

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As one of 144 million Russian consumers that companies from Apple Inc. to Renault SA are trying to reach, university professor Elena Grekhnyova is feeling the pinch of a currency in crisis. She’s now spending 1,200 rubles every few days for eggs, dairy products, poultry and vegetables to feed her family, up 20 percent from just weeks ago.

“It’s getting surreal -- will it ever stop falling?” Grekhnyova, who teaches chemistry in the central Russian city of Kursk, said of the ruble. “It may turn out that I won’t be able to buy a new coat, a $50 smartphone or jewelry.”