Apple Pauses Online Sales in Russia Amid Ruble Plunge

PHOTO: In this photo taken on Friday, Nov. 28, 2014, customers walk outside an Apple Premium reseller inside the Moscow GUM shopping mall in Moscow, Russia.Alexander Zemlianichenko/AP Photo
In this photo taken on Friday, Nov. 28, 2014, customers walk outside an Apple Premium reseller inside the Moscow GUM shopping mall in Moscow, Russia.

Apple is closing up its online shop in Russia, for now.

The company said today it is suspending online sales to Russia as the country's currency, the ruble, continues to go on a wild ride.

"Due to extreme fluctuations in the value of the rouble, our online store in Russia is currently unavailable while we review pricing. We apologize to customers for any inconvenience," Apple said in a statement to ABC News.

The ruble, or the rouble, fell 20 percent today, marking its biggest intra-day fall since 1998, when Russia was experiencing a financial crisis.

The country's central bank raised its benchmark interest rate to try to slow the ruble's slide overnight, but to no avail.

Analysts attribute the ruble's free-fall to a number of factors, including a decline in oil prices, which is one of Russia's top commodities.

ABC News' Susanna Kim contributed to this report.