Fans Line Up From Early Morning as New Colours, Security Features, and High Demand Create Buzz
The wait is finally over for Apple fans in the UAE as the much-anticipated iPhone 17 series — including the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max — officially arrived in stores today. Apple first revealed the lineup during its “Awe Dropping” event on September 9, with pre-orders opening on September 12.
Queues Begin Before Sunrise
Eager buyers started lining up outside Dubai Apple stores from as early as 4am. At Dubai Mall, the queue stretched across multiple levels, while at Mall of the Emirates, only pre-booked customers with confirmed appointments were allowed inside. This year, Apple introduced a strict policy — no direct walk-ins — to manage crowds better. Only those who pre-ordered online, paid in advance, and selected in-store pickup were allowed entry.
Rehman, who bought the iPhone 16s last year, was back to upgrade. He pre-ordered both a base iPhone 17 and a Pro Max, arriving at Dubai Mall before 4am only to find about 20 people ahead of him. Another fan, Muhammad (Shaka) from Pakistan, was the very first in line, while Indian expat Sayed Fawas secured two orange iPhone 17 Pro Max devices after queuing at 5:30am.
Launch Day Atmosphere
Inside Apple Stores, the energy was electric. Staff welcomed the first customers with cheers and high-fives as buyers rushed to try out the newest devices on display. Customers shared selfies, called family members, and celebrated being among the first to hold the new iPhones.
The Cosmic Orange iPhone 17 Pro and Pro Max quickly became the star of the show, with many customers leaving the store proudly holding the bright-colored device. Some even bought multiple phones for family members, like Mohammed Hammad from Egypt, who purchased three iPhones for himself, his mother, and his brother.
Personal Stories Behind the Purchases
For some, the launch was about more than just technology. Abu Hashim, one of the first buyers at Mall of the Emirates, said he went through the trouble of booking online to buy an iPhone 17 Air as a gift for his girlfriend. Others, like 14-year-old Mohammed Fahad, couldn’t wait to test the improved camera, saying it was one of the main reasons he was excited to upgrade.
Resellers Make Huge Profits
As with every Apple launch, resellers were quick to take advantage of the high demand. Dubai resident Asadullah bought six devices and had already received offers well above retail prices, making thousands in profit. Another reseller reported earning Dh24,000 in just two hours, with the iPhone 17 Pro Max in 1TB and 2TB versions being the most sought after. Tourists carrying large amounts of cash were also spotted, some buying directly from customers who had just picked up their devices.
Strong Security Features Add Appeal
Alongside the excitement for new colors and displays, Apple’s reputation for security remained a big selling point. Dubai-based IT expert Rayad Kamal Ayub highlighted the Memory Integrity Enforcement (MIE) feature, which adds hardware-backed protection against spyware, and the integration of Apple Intelligence to help users identify fake emails and phishing attempts. “These updates show Apple’s commitment to protecting users in today’s digital world,” Ayub said.
Prices and Models in the UAE
- iPhone 17: Lavender, Mist Blue, Sage, White, Black — 256GB, 512GB — starting at Dh3,399
- iPhone Air: Space Black, Cloud White, Light Gold, Sky Blue — 256GB, 512GB, 1TB — starting at Dh4,299
- iPhone 17 Pro: Cosmic Orange, Deep Blue, Silver — 256GB, 512GB, 1TB — starting at Dh4,699
- iPhone 17 Pro Max: Cosmic Orange, Deep Blue, Silver — 256GB, 512GB, 1TB, new 2TB option — starting at Dh5,099
Wrap-Up
Apple stores across Dubai welcomed their final pre-booked customers by 11am, but the excitement remained high throughout the morning. The launch was not only a celebration for tech enthusiasts but also a golden opportunity for resellers, with profits soaring within hours. With queues shorter but stricter security in place, Apple still managed to turn launch day into a buzzing event filled with cheers, smiles, and the unmistakable glow of brand-new iPhones.
Source: khaleejtimes.com
