Hundreds of Apple fans lined up outside stores across Dubai on launch day, with some arriving before dawn and others spending the night in their cars to secure their devices as early as possible.
The latest iPhone 18 can be ordered online and delivered without waiting in a physical queue. Yet for some buyers, being at an Apple Store on launch day has become an annual tradition, and part of the excitement is being among the first owners.
For Pakistani expat Sadaf, launch-day shopping has become a family ritual. She joined relatives outside an Apple Store to collect three devices and said the family has followed the tradition for years.
"We have been doing it for years, but we have still not cracked the code on how to get the first slot on the first day of launch," she said. "When the Apple Duo launches in October, we are planning to buy that as well. Maybe then, we will be able to get the first slot."
Marketing academic Dr. Sarah Percy of the University of Birmingham Dubai said the queue itself can become part of the experience for loyal Apple customers. She described it as a way for consumers to express their attachment to the brand while gaining a sense of identity, exclusivity and belonging.
The launch-day atmosphere also adds to the occasion. Early mornings, conversations with other buyers and the anticipation of entering the store can turn a routine purchase into an event that customers remember and share later.
For some buyers, owning the latest model before most other people is another reason to make the trip. Dubai resident Hanal arrived with her family to collect four phones after saving for their upgrades.
Dr. Percy said social media can strengthen this behavior. Influencers and celebrities increase the visibility of new devices, while images of long queues can create a sense that owning the product immediately is something others are also pursuing.
The effect is not limited to UAE residents. Russian tourists Saiful Islam and Ive Sultana Molly planned their Dubai visit around the iPhone launch because they expected the device to become available in Russia several days later. They collected their phones and flew home the same day.
Apple's new burgundy color has also become part of the launch conversation. Dr Percy said the distinctive shade can signal that someone owns the newest model.
Unlike a less recognizable color, burgundy makes the latest iPhone easier to identify from a distance. According to her, that distinctiveness can add a status element beyond its appearance.
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The launch-day queues show how Apple's annual releases can become social occasions as well as retail events. The combination of limited early availability, anticipation, social media attention, and the appeal of being an early adopter can encourage people to visit stores even when online ordering is available.
For the customers who return every year, the wait itself has become part of the iPhone launch experience, from arriving before sunrise to walking out of the store with the newest model in hand.