Dubai Mall turned into a buzzing hub on Friday as Apple's iPhone 18 Pro and Pro Max models went on sale across the UAE. Among the hundreds of buyers lined up outside the Apple Store, a group of Russian tourists stood out.
They had flown in specifically for launch day, each planning to walk away with four new iPhones. Long queues, high demand and quick resales marked the morning, with the launch drawing shoppers from across the region.
Apple opened its doors early, and pre-orders had already sold out days before the actual launch. Rajat Asthana, CEO of Eros, said the initial stock allocated by the brand had sold out completely ahead of the release.
Buyers who lined up from the early hours got their devices first, while others turned to resellers outside the mall, some paying up to AED 3,000 above the retail price to secure a unit on day one.
Staff at the Apple Store described the scene as a mix of loyal customers and resellers. One store representative said the team had prepared all week for the crowd management, adding that some buyers from last year's launch had returned this year, making it feel like "a reunion" of sorts.
Dubai residents also turned out in large numbers, with some individual buyers picking up dozens of units between them for resale or gifting purposes, reflecting the scale of demand this year.
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Russian tourists making the trip for a phone is not new. Every year since earlier iPhone launches, buyers from Moscow, St Petersburg and other Russian cities have flown to Dubai to get their hands on new Apple devices ahead of local release dates back home, or simply to buy them tax-free at competitive prices.
The UAE's reputation for early global availability, combined with duty-free shopping and a strong resale market, keeps drawing this crowd.
With Chinese and Russian buyers regularly featuring in these queues, Dubai's Apple launches have turned into something of an annual pilgrimage for tech enthusiasts and resellers alike.