As anticipation builds for Apple’s annual event on September 9, where new devices are expected to be revealed, excitement for the iPhone is already sweeping through UAE stores.
In Deira and Sharjah, Apple enthusiasts are eagerly visiting local shops, making advance payments, and ensuring their place on the list for the much-awaited iPhone 17.
Although the device is set to release in the third week of September, retailers note that customers have been reserving their gadgets weeks ahead. For many, upgrading is secondary—being the first to own it and show it off is the real excitement.
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Getting the iPhone first
“Owning the iPhone on launch day is a proud moment for many,” said Moideen Mustafa, manager at Phone Line in Deira.
He mentioned that devoted Apple customers are not leaving anything to chance. Many travel from other emirates and countries to secure their devices in Dubai. “Numerous regulars, not just from Dubai but internationally, aim to showcase the phone on Instagram the day it launches,” Mustafa added.
To ensure their spot, buyers pay a Dh500 deposit. For these customers, the bragging rights are as valuable as the device itself.
Interest growing around Apple’s new device
Retailers report it’s not just about reservations. Customers visit daily, eager for information about the iPhone 17’s UAE pricing and possible new features.
“Every day, customers inquire if we have insights about the iPhone 17,” said Tayyab Hassan from Smart ‘Phone’tic in Sharjah. “They are curious about the design, camera updates, or if Apple will alter the body style.”
Hassan noted that some clients humorously tease the staff. “They joke about us having a secret connection with Apple, wondering if we know details ahead of the launch. Everyone learns the specifics during the official event,” he explained.
The big question: When will iPhone 17 arrive?
Will they be able to hold the device the same week Apple starts global sales? That’s the pressing question for customers.
“Many want us to promise they’ll get it on the very first day,” Mustafa stated. “We’re as eager as they are. Though we await Apple’s announcement, we hope to satisfy some of our clients on launch day.”
This annual tradition of anticipation, speculation, and early booking has become a key event in the UAE. It’s more than purchasing a phone; it’s being part of a global moment when Apple showcases what millions will soon hold.
This year, the excitement began earlier than ever. With rumors of a sleeker design, better battery, and enhanced cameras, retailers say the excitement grows daily.
