With Apple’s in-store launch scheduled for September 19 in the UAE, anticipation for the iPhone 17 and iPhone Air is reaching unprecedented levels. Enthusiasts are reportedly willing to pay nearly double the retail price to be among the first to own the new devices. Experts suggest the excitement is outpacing previous Apple releases.
“The 1TB iPhone Air is retailing at Dh5999, but some customers are willing to pay up to Dh12,000 for it,” said Mohammed Shareef, owner of Extel Mobiles. “Some people are ready to pay what it takes to get the phone on the first day. It is a matter of prestige for them.”
Ashish Panjabi, COO of Jackys BrandShop, said the iPhone Air is expected to be “in hot demand” this year. “Pre-bookings start from Friday, September 12, and we expect a healthy pipeline via our physical stores and online channels,” he said. “The UAE is a phase 1 market for most launches, so those from countries in phase 2 may come in to buy. We will be selling to genuine customers only and not traders.”
Announced earlier this week, both the iPhone Air and iPhone 17 feature notable upgrades. Touted as the thinnest iPhone ever, the Air includes the most significant design changes seen in an Apple device in eight years. While Apple promises all-day battery life, some tech experts have raised concerns about its endurance.
Demand for the devices is expected to be extremely high. “We already have three bookings at our shop for the new device,” said Mohammad Razik from Right Exit Phones Trading at Al Attar Shopping Mall. “We are not sure if and when we will get the stock, but people don’t care. Apple lovers are excited about the new features and want to get their hands on it.”
Razik added that some early buyers often sell their devices at a premium. “Sometimes, we get people trying to sell the phone that they purchased on the first day,” he said. “They can charge a premium on it.”
Compared to the iPhone 16, industry insiders predict a stronger, sustained interest. “For the last launch, we had some interest initially,” Razik noted. “However, the demand dropped very quickly. This year, with the design changes, I think there will be a strong, sustained demand for the devices.”
Older iPhone models have seen fluctuating prices. Shareef noted, “We have seen the prices of iPhone 14 and iPhone 15 go down. Many retailers want to sell off their stock to make space for the new devices.”
However, Panjabi reported that stocks for some previous generation models “has dried up prior to launch, especially iPhone 16 Pro,” driven by a sudden surge in demand. Razik added that prices for the iPhone 16 and its series have risen “by around Dh200-Dh400” in the last two weeks.
The September 19 launch is expected to draw Apple fans from across the region, marking one of the most eagerly anticipated smartphone releases in recent years in the UAE.
This article was created using automation technology and was thoroughly edited and fact-checked by one of our editorial staff members