Hundreds of UAE residents lined up outside Apple stores in Dubai to buy the iPhone 18 Pro and Pro Max on launch day, with some arriving before dawn or sleeping in their cars. The devices were also available to order online, making the queues more about the launch experience than access alone.
The latest launch also drew tourists who planned their Dubai trips around the new iPhone. For some buyers, getting the device before it reaches other markets is part of the appeal.
Marketing experts say the long waits can offer consumers a sense of identity and belonging. Dr Sarah Percy, Assistant Professor in Marketing at the University of Birmingham Dubai, described the queue as part of Apple's launch ritual.
"For Apple's loyalists, the queue becomes part of the launch ritual, one where they can visibly express their devotion to the brand, being among the first to own the latest model signals psychological value through identity, exclusivity and belonging, which extends far beyond the product itself." she said.
Dr Rumaila Abbas, Assistant Professor of Marketing at the University of Wollongong Dubai, said visible queues can also influence other shoppers. She described the phenomenon as social proof, where people waiting for a product can signal its popularity to others.
For Dubai resident Hanal and her family, the decision was simple. They collected four new iPhones after saving for their upgrades. "When you have made the decision to buy, you might as well buy it on the first day before everyone has it." said Hanal.
Social media added another layer to the launch. Experts say celebrity posts, influencer content and videos about new features can increase interest in the latest model. The queues then add a visible sense of demand around the product. Two Russian tourists, Saiful Islam and Ive Sultana Molly, timed their Dubai visit around the launch.
Saiful said the iPhone would take longer to reach Russia, allowing them to return with the new device earlier. Apple's new burgundy color also became part of the launch conversation. Dr Percy said the distinctive shade can act as a visible signal that someone owns the latest model.
Also Read: Why UAE Apple Fans Still Queue for iPhones Despite Online Ordering Options