Retailers across the UAE are reporting shortages of Apple’s newly launched iPhone 17 series as demand for the tech giant’s latest smartphone exceeds supply, particularly for the premium Pro and Pro Max models.
The iPhone 17 lineup was introduced in the UAE last month and has seen a surge in popularity among Apple enthusiasts eager to upgrade. The new features and striking colour options, including the much-talked-about Cosmic Orange, have fueled a buying frenzy across the Emirates.
Rajat Asthana, CEO of Eros Group, confirmed that the demand surge is far stronger than anticipated. “Demand is strong, especially at launch in the UAE, and there are signs supply is strained — at least initially,” he said.
He noted that “unprecedented demand for the iPhone 17 in the UAE” has resulted in a 50 per cent increase in footfall compared to the previous year.
“It is specifically the higher-end models (e.g., the Pro Max) that are leading the demand. Pre-orders were sold out within minutes… Demand seems high and likely outpacing immediate supply,” Asthana added.
Similarly, a spokesperson for Jumbo Electronics said the company witnessed a strong uptick in sales since the iPhone 17 series launch, with the Pro and Pro Max models being the most sought-after.
“The new features introduced by Apple, along with the fresh colour options such as Cosmic Orange, have created high excitement among customers,” the spokesperson said.
“The stock we’ve received from Apple is being utilised quickly as demand continues to remain strong. We are also expecting regular replenishments to ensure customers can get their preferred model soon.”
Retail experts say the surge in demand has also been influenced by the Indian festival of Diwali, which has driven a wave of gifting purchases, especially among the UAE’s large Indian expatriate community.
Asthana acknowledged that while Apple’s global supply chain has become more efficient, shortages remain likely in the early weeks following a major product launch. “There is evidence of stock shortages and constrained availability,” he said.
“The reasons seem to be a mix of high demand, limited initial supply, logistical or launch issues, and perhaps strategic allocation. It is expected to remain a shortage during the next month and improve November onwards.”
He also highlighted that customer interest remains concentrated on premium configurations — the Pro and Pro Max models with larger storage capacities. These higher-end variants tend to sell out first, contributing to the perception of scarcity across retail stores.
While several brick-and-mortar outlets reported that stocks have been depleted, some e-commerce platforms still showed limited availability of the latest iPhone 17 models. Likewise, Apple’s official UAE online store displayed select variants available for immediate purchase, albeit with expected delivery delays.
Retailers are confident, however, that consistent restocking will gradually ease the pressure on supply chains, ensuring that more customers can get their hands on Apple’s most advanced iPhone yet.