Dubai, September 18, 2026: Apple’s latest flagship smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, officially went on sale in the UAE on Friday, creating long queues and heavy customer interest at the Apple Store in Dubai Mall. Some customers arrived as early as 3am, several hours before the store opened.
The launch was part of Apple’s worldwide release of the new iPhone 18 Pro lineup. Apple confirmed that the Pro and Pro Max models reached stores globally on September 18, alongside the latest Apple Watch and AirPods products.
Long queues at Dubai Mall
Dubai Mall once again became one of the main gathering points for Apple fans. Customers began arriving before sunrise, with reports of people waiting from around 3am to 5am. The queue eventually stretched outside the Apple Store as shoppers waited to collect their pre-ordered phones.
The Apple Store in Dubai Mall also opened two hours earlier than its normal opening time to handle the launch-day crowd. Many customers had already placed their orders in advance and were coming to collect their devices.
For some buyers, the launch was more than simply purchasing a new phone. Being among the first people in Dubai to own the newest iPhone has become something of an annual tradition.
One of the first buyers, Mohammed Shaka, reportedly arrived early and purchased the iPhone 18 Pro Max. Gulf News reported that he had also been among the first customers to purchase the previous iPhone generation in Dubai.
How much does the iPhone 18 Pro cost?
The UAE launch prices start at:
- iPhone 18 Pro 256GB — AED 5,099
- iPhone 18 Pro Max 256GB — AED 5,499
Higher-storage versions are considerably more expensive, with capacity options reaching 2TB. The top-end iPhone 18 Pro Max is reported at around AED 10,599.
Apple and UAE retailers are also offering trade-in options and instalment plans, allowing customers to reduce the upfront cost depending on their existing phone and financing arrangement.
Burgundy becomes a popular colour
Among the new models, the Burgundy iPhone 18 Pro Max attracted particularly strong attention from shoppers.
Other reported colours include Glacier, Silver and Black. The Burgundy finish has become especially noticeable among early buyers, with several customers specifically choosing it during the launch.
The new Pro models also bring upgrades to areas including the camera system, performance and battery. Apple’s new camera system includes a 48MP Fusion Main camera with variable aperture, while the phones use Apple’s new A20 Pro chip.
Some buyers are travelling to Dubai
The launch has also attracted customers from outside the UAE. Some Indian buyers reportedly travelled to Dubai because the UAE’s official pricing is significantly lower than India’s official launch pricing after currency conversion.
Gulf News reported that the UAE starting price of the iPhone 18 Pro works out to roughly ₹132,000, compared with approximately ₹165,000 for India’s official starting price, although actual savings depend on travel costs, taxes and other expenses.
This price difference has helped Dubai maintain its reputation as an attractive market for people looking to purchase premium Apple products.
A resale market appears immediately
The huge demand has also created an immediate resale market.
Gulf News reported that some buyers were being offered AED 1,000–3,000 above Apple’s UAE starting price for certain iPhone 18 Pro Max models. Some 256GB devices were being advertised around AED 6,500 on resale platforms, compared with Apple’s AED 5,499 starting price.
Another report from Khaleej Times said two Dubai-based resellers spent around AED 550,000 on 76 iPhones, selling some devices shortly after launch at premiums ranging from roughly AED 500 to AED 2,000.
This shows how strong launch-day demand can create a short-term secondary market, although resale prices can change quickly as official stock becomes more widely available.
What happens next?
For customers who missed the initial pre-order, retailers have warned that launch-day stock may be limited. Some walk-in stock could become available after pre-order collections are completed, while telecom operators and electronics retailers may also have limited inventory.
Apple is also expected to introduce its first foldable iPhone later in the year. Reports say the iPhone Duo is scheduled for UAE availability in October, with pre-orders expected to begin on October 16.
So, for Dubai today, the biggest technology story is clearly the iPhone 18 Pro launch, with Dubai Mall once again becoming the centre of Apple’s launch-day activity. The combination of early-morning queues, premium pricing, international buyers and immediate resale demand demonstrates the level of interest surrounding Apple’s latest flagship phones.