iPhone 18 Pro and Pro Max hit UAE stores: What to know about prices, colours and camera upgrades
Here’s everything buyers need to know about Apple’s latest flagship
DUBAI – The iPhone 18 Pro and iPhone 18 Pro Max have arrived in UAE stores, with retailers reporting exceptionally strong demand during the pre-order period and on launch day.
Apple’s latest premium smartphones officially went on sale across the country on Friday, following a pre-order window that reportedly sold out online in less than 20 minutes. Burgundy has emerged as a particularly popular finish, while shoppers are also showing strong interest in higher-storage versions of the Pro Max.
The launch comes as Apple prepares to introduce another major addition to the iPhone family. Its first foldable model, the iPhone Duo, is due in the UAE next month, giving customers considering an upgrade another option to weigh up. From prices and storage to colours, retailer offers and the new camera controls, here is a guide to what UAE buyers need to know.
iPhone 18 Pro, Pro Max hit UAE stores
The first wave of iPhone 18 Pro and Pro Max devices reached UAE stores on Friday, with customers who had secured pre-orders among the first to collect their phones.
Retailers said the response during the pre-order period was stronger than expected. Rajat Asthana, CEO of Eros, described demand for the two Pro models as overwhelming and said the retailer's initial allocation from Apple had sold out.
Burgundy and Glacier Blue have attracted particular attention, while the 512GB configuration has emerged as the most sought-after storage option at Eros. The retailer said this was notable because the new models carry higher prices than their iPhone 17 predecessors, potentially raising the average selling price of devices purchased through its stores.
Eros currently sells the iPhone 18 range at four Dubai locations: Palm Jumeirah Mall, Ibn Battuta Mall, Dubai Hills and BurJuman Mall.
Jumbo Electronics has also reported a strong response to the pre-orders, with Burgundy again identified as one of the most popular colours. The iPhone 18 range is available through Jumbo's UAE stores and online platform.
The early demand has also translated into queues at Dubai shopping destinations. Some customers reached Dubai Mall during the early hours, with shoppers reporting that they arrived at around 3am and remained in the parking area overnight. Others said they had been waiting outside the mall from around 5am, while the queue inside began forming at approximately 7am.
The iPhone 18 Pro Max in Burgundy was particularly sought after among launch-day shoppers. Some customers purchased several devices for family members and friends.
One Dubai resident said he spent almost Dh40,000 on multiple Pro Max handsets, with storage capacities ranging from 256GB to 512GB. Another customer bought seven phones, saying the total bill was between Dh60,000 and Dh70,000.
The launch has also attracted students and existing Android users looking to return to Apple. One university student who had previously switched from an iPhone to Samsung said he had been waiting since 5am to buy a Burgundy iPhone 18 Pro Max.
Camera upgrades
For shoppers comparing the iPhone 18 Pro and Pro Max with earlier generations, the camera system represents one of the most significant changes.
The 48MP Fusion Main camera introduces a mechanical variable aperture, allowing the lens to physically change between four settings: f/1.48, f/1.8, f/2.8 and f/4.
The system uses a six-blade mechanical iris. Aperture determines how much light enters the lens and also affects depth of field, meaning the amount of the scene that appears sharply focused.
At f/1.48, the lens can allow more light into the camera, which is particularly relevant in darker conditions. Moving towards narrower settings can increase the amount of a scene that remains in focus.
The addition gives the iPhone 18 Pro and Pro Max a camera control that previous iPhone models did not offer. Rather than simply selecting between software-based photographic effects, users can adjust the physical aperture when shooting.
Apple has also expanded its manual photography controls. Users can adjust settings including aperture, shutter speed and white balance, while a live histogram provides a visual representation of exposure.
Manual focus has been added alongside focus peaking, which highlights areas that are in focus and can assist users when making precise adjustments. Smart Focus Tracking is designed to help maintain focus on moving subjects.
These features do not replace the automatic shooting experience. Users can continue taking photographs without manually adjusting individual settings, while those interested in photography can use the additional controls when they want greater control over a shot.
The variable aperture can be used according to the subject and shooting conditions, while the manual tools allow users to experiment with exposure, focus and depth of field without moving to a dedicated camera.
Buying options
The strong initial demand has also prompted retailers to offer a range of purchasing and trade-in options.
Jumbo is offering 0 per cent instalment plans for up to 24 months, giving customers the option of spreading the cost of their purchase.
Its guaranteed buyback programme offers up to 70 percent of a device's value for a Dh129 sign-up fee. That compares with the 68 percent buyback rate offered during the retailer's iPhone 17 launch last year.
Customers trading in an iPhone 13, iPhone 14, iPhone 15, iPhone 16 or iPhone 17 can also receive an additional Dh100 on top of the applicable trade-in value, according to the retailer.
For shoppers choosing between storage versions, early retailer demand provides one indication of what customers are prioritising. Eros said the 512GB model had been its most sought-after configuration, while the launch-day crowds included buyers purchasing multiple Pro Max handsets in different storage capacities.
iPhone Duo countdown
The arrival of the iPhone 18 Pro range is also being closely watched alongside Apple's first foldable iPhone.
The iPhone Duo is scheduled to open for UAE pre-orders on October 16, with sales beginning on October 23. Its UAE starting price is Dh8,499, while the highest configuration is priced at Dh13,599.
Retailers say the upcoming foldable is already influencing purchasing decisions. Asthana said some customers were holding off on buying a new phone in anticipation of the new format.
Jumbo similarly reported that the Duo was generating the highest level of customer interest among shoppers browsing the wider iPhone 18 line-up.
That means customers considering an iPhone 18 Pro or Pro Max now have another Apple launch approaching within weeks. Those buying immediately can choose from the latest Pro models and take advantage of current retailer financing and trade-in offers, while shoppers interested in a foldable design can wait for the iPhone Duo's October pre-order window.