Apple’s newest iPhones officially hit the UAE on Friday, and the scene outside the Dubai Mall Apple Store once again looked like a tech festival. By the time the store’s famous “solar wings” opened at 8am sharp, thousands of customers were already waiting in line, eager to get their hands on the devices that Apple is calling its most significant redesign in years.
The excitement was palpable — not just another phone launch, but an event that has become part of Apple’s cultural footprint in the Emirates. Some customers had traveled across cities, some had taken time off work, and many had been awake long before sunrise to secure their place in the queue.
In a shift from the last few launches, Apple enforced a stricter rollout strategy. Walk-in purchases weren’t allowed at any UAE store on launch day. Only those who had reserved their devices online — choosing the “pick up in store” option — were admitted. For fans, it meant planning ahead was crucial.
The lineup available on day one included the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the new star of the show: the iPhone Air.
For Muhammad Shaka, a Dubai-based Pakistani who had placed his pre-order a week earlier, the wait ended with two iPhone 17 Pro Max units in hand. “The color is, I mean, like fantastic. It’s very crazy to see this,” he said, holding up one of the new finishes that has already generated buzz online.
iPhone 17 Pro Max Review
The turnout underlines the iPhone’s ongoing popularity in the region. For many, Apple product launches have become annual rituals that fuse consumer tech with lifestyle. With four existing stores — Dubai Mall, Mall of the Emirates, Yas Mall, and Al Maryah Island — and a fifth set to open in Al Ain later this year, the brand’s presence is only deepening.
Apple is also expanding its retail and service networks in Saudi Arabia, further strengthening the Gulf as one of its most dynamic global markets.
iPhone Air: the surprise scene-stealer
While the Pro models remain the most advanced in raw specifications, the unexpected star of this cycle is the iPhone Air. At just 5.6mm thin, it is the slimmest flagship smartphone Apple has ever produced, yet Apple insists it is also its most durable.
The iPhone Air has already drawn comparisons to Apple’s MacBook Air strategy, in which sleekness, portability, and everyday durability became part of the product’s identity.
iPhone Air Review
More than just phones
The September rollout also saw updates across Apple’s ecosystem. Alongside the iPhone 17 family, the company introduced the Apple Watch Series 11, Watch SE 3, Watch Ultra 3, and the third-generation AirPods Pro.
Prices for the iPhone 17 series remain steady compared to last year’s models, defying months of speculation that Apple would raise costs amid higher component prices.
A ritual that doesn’t fade
For the customers who lined up outside Apple Stores on Friday, the appeal isn’t just about silicon or specs. It’s about being part of a moment. Whether it was the colors, the chips, or simply the thrill of unboxing something new, the launch reaffirmed that, in the UAE, Apple isn’t just a brand — it’s an experience that thousands are still willing to wake up early for.
