Dubai buyers are willing to overpay up to Dh1,500 for early purchase of iPhone 18 Pro

Users planning to purchase the new iPhone 18 Pro, Pro Max, or the highly anticipated foldable iPhone Duo can review the complete ordering process, from the start of pre-orders to the option of buying devices in UAE stores.

Pre-orders for the Pro and Pro Max models will open online at 4:00 PM UAE time on Saturday, September 12th, with devices becoming available for purchase on September 18th. Customers can select their desired model, storage capacity, and color, and arrange for delivery or in-store pickup, where available.

Regarding the iPhone Duo, pre-orders in the UAE will begin on Friday, October 16th, with the phone becoming available on Friday, October 23rd.

Customers can place a pre-order through the official Apple online store in the UAE by selecting the desired finish and storage capacity. The process involves several steps:

1. Visit the Apple website in the UAE and select the iPhone 18 Pro, iPhone 18 Pro Max, or iPhone Duo once pre-orders are open.
2. Select the model, which includes the iPhone 18 Pro, iPhone 18 Pro Max, and iPhone Duo.
3. Specify the color and storage capacity. Models start from 256GB, but higher capacity options are also available. If a specific, high-demand configuration is chosen, delivery times may be extended.
4. Use the trade-in option for an old device. A credit of between 160 and 3,260 dirhams can be received for your old gadget.
5. Choose the fulfillment method—delivery to an address in the UAE or in-store pickup. Apple has several official points of sale in the UAE, including The Dubai Mall, Mall of the Emirates, Yas Mall, and Al Maryah Island in Abu Dhabi.

To ensure the device is not sold out before you can enter your credit card details, it is recommended to log into or create an Apple Store account in advance and select all specifications of the desired device. Next, save payment and financial details after carefully reviewing all information. Errors at this stage may result in the pre-order being rejected.

Afterward, you need to select a preferred payment method, such as Apple Pay or a saved debit/credit card, confirm contact details, agree to the terms, and click the 'Save Pre-order Information' button. Your details will be ready when pre-orders begin.

As in previous years, there is no option to purchase without a pre-order this year. Customers must first place an order online. If they choose in-store pickup, they will receive an email notification when the devices are ready for collection at the selected store.

Only customers who placed an order in advance should come to the store to collect their devices. They are given one week from the availability date to do so. However, an Apple support agent told Khaleej Times that after the pre-ordered devices are released on Friday, September 18th, there is a possibility of additional devices appearing in the store that buyers who came without a pre-order might be able to purchase.

The iPhone Duo will be available in two colors in the UAE: Starlight White and Midnight Sky, with a starting price of 8,499 dirhams. The iPhone 18 Pro and iPhone 18 Pro Max models will be available in storage capacities of 256GB, 512GB, 1TB, and 2TB. The iPhone 18 Pro is available in Bordeaux, Glacier, Silver, and Black colors, starting from 5,099 dirhams, while the iPhone 18 Pro Max starts from 5,499 dirhams. The final cost depends on the selected storage capacity.

At an event held by Apple on Wednesday, September 9th, the long-awaited foldable iPhone model, previously known as iPhone Ultra, was presented and is now named iPhone Duo. The iPhone 18 Pro and iPhone 18 Pro Max were also introduced, accompanied by price increases. Among the new devices are the Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5, although the standard iPhone 18 model was not released.

The iPhone Duo starts at a price of Dh8,499, which aligns with the lower end of forecasts, though purchases will only be possible from October 23rd. All other devices will go on sale on September 18th. The iPhone 18 Pro and iPhone 18 Pro Max models have become more expensive, increasing by Dh400 in the base memory configuration. Furthermore, the price increase is not uniform: the 1TB iPhone 18 Pro will cost Dh1,250 more than the equivalent iPhone 17 Pro.

Despite Apple potentially being late with the release of foldable devices, its approach is consistent with its style: the device is released only after engineering work is completed and software adapted to the capabilities of the foldable screen has been written.

The iOS 27 operating system has been developed taking into account the form factor of the iPhone Duo. It supports the Split View feature, implemented for the first time on an iPhone, and moves the Dock, Lock Screen controls, and app navigation to the side of the display, showing them vertically instead of horizontally at the bottom. On such a narrow and wide screen, this frees up height for user content reading. Another distinguishing feature is the animation: user reports show the interface blurring and stretching across the crease when the phone opens, instead of a sharp transition between screens.

Hardware specifications determine the price segment. The iPhone Duo folds into a 5.4-inch phone and unfolds to a 7.6-inch screen. Its dimensions are 5.2 mm when folded and 11.3 mm when unfolded, with a weight of 254 g. The frame is made of titanium, the front panel is protected by Ceramic Shield 2, and the IP68 rating ensures protection at a depth of six meters. Face ID is absent, so Touch ID is integrated into the side button. Apple has also applied a matte texture to the inner display, which reportedly helps conceal the crease rather than eliminate it. Memory is available in the range of 256 GB to 2 TB, corresponding to prices from Dh8,499 to Dh13,599; pre-orders will begin on October 16th.

On paper, the iPhone 18 Pro represents a significant improvement. The A20 Pro processor transitions to a 2nm process, and its GPU is 40% faster than the A19 Pro. The 48MP main camera features a true variable aperture with four settings, from f/1.48 to f/4. In everyday use, most of these improvements may go unnoticed. The exception is the battery: Apple claims that the iPhone 18 Pro Max can provide up to 45 hours of video recording, the longest stated duration.

The design has changed almost nothing. The Dynamic Island has shrunk to accommodate three active functions simultaneously, but the iPhone 18 Pro models retain the shape, size, and camera level similar to the iPhone 17 Pro. However, the color scheme has changed: the two-tone back panel has been replaced by a single color covering the glass and frame, and only Silver, Black, Glacier, and the new Burgundy colors remain. All these changes coincide with the price increase, with the most expensive models feeling it more acutely: the 2TB iPhone 18 Pro Max costs Dh10,599, which is Dh2,100 more than last year's version.

The main change concerns the Apple Watch Series 12 and Apple Watch Ultra 4, which are now equipped with a new health sensor system, including optical and electrical sensors. Heart rate variability is now tracked up to 24 times more often, and the watch converts this data into a daily readiness score on a ten-point scale with a conclusion: Recover, Slow Down, Ready, or Go. Apple states this is the most accurate heart rate sensor among wearable devices.

The Apple Watch Ultra 4 received the most improvements. Apple indicates that it provides 50 hours of normal use and 84 hours in low-power mode, compared to 24 hours on the Series 12, where 15 minutes of charging now yields 12 hours of operation. After seven years, Ceramic has returned to the Series 12 in Pearl White and Night Blue. Both models were available for pre-order on Wednesday and will arrive in stores on September 18th, starting from Dh1,599 for the Apple Watch Series 12 and Dh3,199 for the Apple Watch Ultra 4.

The standard noise cancellation feature is now present across the entire lineup, and Apple claims that AirPods 5 can reduce external noise by 50% more than noise-cancelling AirPods 4. There are two versions, and the difference is not in the sound. The model priced at Dh629 includes a wireless charging stand and a force sensor for volume adjustment, offering five hours with noise cancellation enabled versus four hours on the previous model.

A second point concerns minor details: no standard iPhone 18, iPhone 18e, or iPhone Air 2 was released; reports suggest all three models will be released in early 2027. Apple also discontinued the production of iPhone 17 Pro models and increased prices for the iPhone 16, iPhone 17, iPhone Air, and iPhone 17e, raising the price of the iPhone 17 to Dh3,799, and the iPhone Air to Dh4,699. Cheaper options are not expected until next year.

Additionally, Apple announced that it will impose restrictions on the use of Siri AI features and other Apple Intelligence capabilities, and broader access to them will come at a cost. Although the price or date has not been announced, this was done as a notification, not a bill.

Apple's first foldable iPhone, which will be available in the UAE starting from 8,499 dirhams, is intended to test how willing buyers are to sacrifice their budget for the company's most premium smartphone, while investors assess the potential of the new device for significant growth.

The iPhone Duo, presented as part of Apple's largest ten-year design update for the iPhone, will go on sale in the UAE on October 23, with pre-orders beginning on October 16. The UAE will be one of the first markets to receive this gadget.

Prices start from 8,499 dirhams and reach 13,599 dirhams for the most expensive configuration, positioning the foldable phone in the very top segment of the smartphone market. Josh Gilbert, a lead analyst for Asia-Pacific and the Middle East at the investment platform eToro, noted that Apple's main task will be to convert interest in the new form factor into mass sales.

He commented that 'the task for Ternus is to convince consumers to spend such money on a new device in large volumes.' Gilbert emphasized that for Duo to make a substantial contribution, it must be released in large quantities, as mere presence in the product line will not suffice.

This launch also marked the first major product presentation by Ternus as CEO of Apple following his succession to Tim Cook. Apple's shares fluctuated during the event, ultimately remaining generally stable. Gilbert considered the market reaction relatively positive, given that Apple's shares have already risen by approximately 40 percent over the past 12 months.

He added that 'investors have already accepted the concept of foldable devices, so a practically flat finish is a quite respectable result given recent history.' In his opinion, 'Ternus has passed its first big test, and the initial market reaction shows that investors are receptive to what Apple's long-time hardware leader has provided.'

Globally, the iPhone Duo launches at a price of $1,999 USD and reaches $3,199 USD for the highest configuration. Gilbert suggested that financing and monthly rental options could lower initial costs for consumers, but the decisive test will be Apple's ability to move beyond its most loyal customers.

The launch comes amid Apple's drive to maintain growth in its hardware business while facing rising component costs. Gilbert pointed to pressure on gross profit in the company's last quarter, as well as the increase in memory prices, as factors that investors will closely monitor.

'Duo's engineering is expensive. Two displays and extensive miniaturization increase costs, while memory prices remain a headache,' he stated. According to the analysis, Apple raised prices on Pro and Pro Max models by $100, and prices for existing iPhone 16, 17e, 17, and Air models also increased by $100.

Gilbert noted that 'the increases implemented by Apple look modest against these pressures. This is what raises concerns about future margins.'

Although foldable hardware was central to the launch, Apple also faced questions about the pace of AI development. The presentation primarily focused on Apple Intelligence and Siri developments previously demonstrated in June, with Ternus presenting the iPhone as an intelligent personal hub. Apple also introduced Siri Recaps on the Apple Watch.

However, for Gilbert, the event did not bring major new AI developments. He expressed disappointment at the lack of a major fresh AI announcement. In Gilbert's view, Apple's approach is increasingly focused on using devices that consumers already own as gateways to its AI services. He added that a more important question is how effectively third-party apps will integrate with Siri, which will determine the usefulness of Apple's AI offering in daily use.

The foldable launch may provide an early glimpse into priorities under Ternus, who dedicated most of his career to developing Apple's hardware. Gilbert concluded: 'If Cook's decade was dedicated to services, then Ternus's decade appears to be dedicated to devices and placing more Apple products in more locations.' He added that 'investors are still waiting for a clearer step forward in AI. Apple has put a builder in charge; now the test is whether this hardware expertise can deliver the growth the market expects while competitors accelerate their AI efforts.'