Apple Unveils iPhone 17 Series; UAE Pre-Orders Launching 12 September

UAE residents will be able to pre-order Apple’s new iPhone 17 models from 12 September, with deliveries and in-store availability from 19 September. The launch will include the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a newly introduced ultra-slim model called the iPhone Air.

Apple’s iPhone 17 is powered by the A19 chip, offering upgraded performance across the lineup. The base iPhone 17 model features a 6.3-inch Super Retina XDR display with ProMotion, and all models now start at 256GB storage. A standout feature is the new Center Stage front camera, delivering up to 18MP resolution, which supports wider field of view and dual-capture video for front and rear cameras simultaneously. The rear camera system has been overhauled too, with a 48MP Fusion Main sensor, a 48MP Fusion Ultra Wide, and a 2× optical telephoto built into the Main lens.

Design changes include Ceramic Shield 2 for three times better scratch resistance, an improved coating to reduce glare, and display brightness reaching around 3000 nits for outdoor visibility. The iPhone Air is remarkable for its 5.6 mm thickness and lighter build, drawing design inspiration from Apple’s Air line.

In the UAE, pricing starts with the iPhone 17 base model at AED 3,399 for 256GB. The iPhone Air begins at AED 4,299, also for 256GB. The iPhone 17 Pro is priced at AED 5,099 for the 256GB version, rising to AED 6,799 for the 1TB model. All versions are available in multiple colours including Silver, Deep Blue, Cosmic Orange, and others.

Pre-orders will open at 4pm UAE time on 12 September, via Apple’s online store and app, authorised carriers like Etisalat and du, and major retailers such as Sharaf DG and Jumbo Electronics. Physical Apple Stores in Dubai Mall, Mall of the Emirates, Yas Mall, and Abu Dhabi’s Al Maryah Island will accept orders in person from the pre-order date. Trade-in options are in place, with customers able to exchange older Apple devices for credit up to AED 2,500 depending on the model condition.

Features such as eSIM-only compatibility apply in the UAE market; all models will lack a physical SIM slot. The environmental credentials of the new models have also been emphasised: the phones use a proportion of recycled materials, and Apple has reaffirmed its commitment to a 2030 carbon-neutral target for its footprint.