Dubai, September 19, 2025 — Apple’s latest iPhone 17 lineup finally hit shelves across the UAE this morning, and as always, launch day turned into a mix of excitement, chaos, and big business.
Shoppers had begun queuing outside Dubai Mall and Mall of the Emirates as early as 4am, despite Apple enforcing strict crowd-control measures this year. For the first time, only customers with fully paid pre-bookings were allowed inside. No walk-ins, no last-minute purchases. Security staff guided people through barricades, creating an almost airport-style entry into the stores.
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That didn’t dampen the buzz. When the glass doors opened at 8am, Apple employees greeted the first customers with cheers, applause, and high-fives. Families, teenagers, serial upgraders, and tourists all rushed in to collect their pre-ordered devices — and most were walking out proudly with the new Cosmic Orange Pro Max in hand.
It didn’t take long for the resale market to ignite. By 10am, some resellers had already pocketed Dh20,000+ in profits. One buyer who picked up six Pro Max units at Mall of the Emirates said he had been offered Dh7,000–8,500 each for devices that officially cost Dh5,099–5,949. Another said he cleared Dh24,000 within two hours.
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The biggest demand was clearly for the Pro Max 1TB and 2TB versions, which quickly became near-impossible to find. Tourists carrying envelopes of cash were spotted following buyers around the mall, hoping to secure a phone at any price.
Fans and Firsts
Not everyone was thinking business. Fourteen-year-old Mohammed Fahad opened his Pro Max right inside the store, unable to wait a minute longer. “The camera is amazing,” he grinned, snapping selfies as his dad looked on. Another buyer, Abu Hashim, said he went through the trouble of securing an early slot just so he could surprise his girlfriend with the new iPhone 17 Air.
Serial upgraders were also out in force. Samir, an Indian expat from Italy, said he’s been upgrading every year since the iPhone 11. “The battery life is super important if you switch annually,” he said, showing off his matching Cosmic Orange pair — one for himself, one for his wife.
New Tech and Security
Beyond the frenzy for colours and resale profits, experts pointed out some genuine leaps in Apple’s new devices. Dubai-based IT security analyst Rayad Kamal Ayub highlighted the Memory Integrity Enforcement (MIE) feature, which hardens the iPhone against spyware attacks, along with upgraded phishing protection through Apple Intelligence.
“These aren’t just cosmetic upgrades,” he explained. “They make the iPhone 17 lineup one of the most secure devices available globally.”
iPhone 17 Pro — Dh4,699 (Cosmic Orange, Deep Blue, Silver; 256GB, 512GB, 1TB)
iPhone 17 Pro Max — Dh5,099 (Cosmic Orange, Deep Blue, Silver; 256GB, 512GB, 1TB, 2TB option)
A Launch Like No Other
By 11am, Apple had finished serving its last pre-booking customers, and the stores began to quiet down. But outside, the trade was still on. Buyers from Saudi Arabia, Egypt, and beyond were making deals with local resellers, snapping up stock before heading back to markets where the iPhone 17 won’t arrive for weeks.
In the end, launch day in Dubai once again showed how the UAE has become a global hotspot for Apple mania. For fans, it was the thrill of being first. For resellers, it was a payday worth thousands. And for Apple? Another sold-out success.
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