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Apple's AED 8,499 Iphone Duo Puts UAE Consumers' Appetite For Premium Devices To The Test
(MENAFN- Mid-East Info) With UAE prices starting at AED 8,499, the iPhone Duo raises fresh questions about consumer demand, profitability and Apple's next phase of growth
Abu Dhabi, United Arab Emirates, September, 2026: Apple's biggest iPhone redesign in a decade has given investors a new hardware story, but the real test will be whether its first foldable device can attract consumers at scale while protecting margins and advancing its artificial intelligence ambitions, according to Josh Gilbert, Lead Analyst, APAC & Middle East at etoro.
The launch marked John Ternus' first major product showcase as Apple CEO. Shares swung during the event before finishing broadly flat, a response Gilbert views as relatively encouraging following a roughly 40% rise over the past 12 months.
“Investors had already bought into the foldable story, so finishing practically flat is a fairly decent result given recent history,” said Gilbert.“Ternus has come through his first big test, and the initial market reaction suggests investors are receptive to what Apple's longstanding hardware leader has delivered.”
A premium price meets a volume challenge:
The iPhone Duo starts at US$1,999, rising to US$3,199 for the highest configuration. In the UAE, prices range from AED 8,499 to AED 13,599, with pre-orders opening on October 16 and availability beginning on October 23. The UAE is included in the first wave of launch markets.
Gilbert noted that monthly leasing could help lower the upfront barrier to purchase, but the device's commercial success will depend on demand beyond Apple's most devoted customers.
“The challenge for Ternus is persuading consumers to spend that money on a new device at scale,” he said.“For the Duo to make a meaningful contribution, it needs to ship in volume. A place in the product line-up alone will not be enough.”
AI remains an unfinished story:
Despite the significance of the hardware launch, Gilbert saw less progress in Apple's broader AI proposition. The presentation largely built on the Siri and Apple Intelligence work shown in June, with Ternus positioning the iPhone as an intelligent personal hub and introducing Siri Recaps on Apple Watch.
“The disappointment for me was the lack of a major fresh AI announcement,” Gilbert said.“Apple's message is that the devices consumers already own will be their route to AI. The bigger question is how effectively third-party apps connect with Siri, because that will determine how useful the experience becomes.”
Margins face the harder test:
For investors, Gilbert believes profitability deserves closer attention than headline device prices. He pointed to weaker gross margins last quarter and rising memory costs as pressures that Apple's latest price increases may struggle to offset.
Apple added US$100 to the Pro and Pro Max, below the increases the market had anticipated, while also raising prices by US$100 across the existing iPhone 16, 17e, 17 and Air models.
“The Duo's engineering does not come cheap. Two displays and extensive miniaturisation add to the cost, while memory prices remain a headache,” Gilbert said.“The increases Apple has pushed through look modest against those pressures. That is the concern for margins from here.”
Looking ahead, Gilbert sees the launch as an early indication of the priorities that could define Apple under Ternus.
“If Cook's decade was about services, Ternus' looks set to be about devices and getting more Apple products into more rooms,” he said.“But investors are still waiting for a clearer step forward on AI. Apple has put a builder in charge; now the test is whether that hardware expertise can deliver the growth the market expects while competitors accelerate their AI efforts.” About etoro: etoro is a trading and investing platform that empowers you to invest, share and learn. We were founded in 2007 with the vision of a world where everyone can trade and invest in a simple and transparent way. Today we have 40 million registered users from 75 countries. We believe there is power in shared knowledge and that we can become more successful by investing together. So, we've created a collaborative investment community designed to provide you with the tools you need to grow your knowledge and wealth. On etoro, you can hold a range of traditional and innovative assets and choose how you invest: trade directly, invest in a portfolio, or copy other investors. You can visit our media centre for our latest news. Disclaimers: Availability of the above-mentioned products and services may vary by jurisdiction and country, for example not all of these products and services are currently available to US users. Tori does not provide investment advice. Tori is an AI-powered tool designed to offer educational content, data and general market insights. It does not consider personal circumstances and should not be relied upon for investment decisions. Zengo's non-custodial wallet is a separate product from etoro's regulated exchange services. Access to Web3 services through the wallet, including decentralized applications, token swaps, and staking, is not a regulated activity and is not offered, managed, or guaranteed by any etoro regulated entity. Users interact directly with third-party protocols and are responsible for their own actions. etoro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk. etoro is a group of companies that are authorised and regulated in their respective jurisdictions. The regulatory authorities overseeing etoro include:
Abu Dhabi, United Arab Emirates, September, 2026: Apple's biggest iPhone redesign in a decade has given investors a new hardware story, but the real test will be whether its first foldable device can attract consumers at scale while protecting margins and advancing its artificial intelligence ambitions, according to Josh Gilbert, Lead Analyst, APAC & Middle East at etoro.
The launch marked John Ternus' first major product showcase as Apple CEO. Shares swung during the event before finishing broadly flat, a response Gilbert views as relatively encouraging following a roughly 40% rise over the past 12 months.
“Investors had already bought into the foldable story, so finishing practically flat is a fairly decent result given recent history,” said Gilbert.“Ternus has come through his first big test, and the initial market reaction suggests investors are receptive to what Apple's longstanding hardware leader has delivered.”
A premium price meets a volume challenge:
The iPhone Duo starts at US$1,999, rising to US$3,199 for the highest configuration. In the UAE, prices range from AED 8,499 to AED 13,599, with pre-orders opening on October 16 and availability beginning on October 23. The UAE is included in the first wave of launch markets.
Gilbert noted that monthly leasing could help lower the upfront barrier to purchase, but the device's commercial success will depend on demand beyond Apple's most devoted customers.
“The challenge for Ternus is persuading consumers to spend that money on a new device at scale,” he said.“For the Duo to make a meaningful contribution, it needs to ship in volume. A place in the product line-up alone will not be enough.”
AI remains an unfinished story:
Despite the significance of the hardware launch, Gilbert saw less progress in Apple's broader AI proposition. The presentation largely built on the Siri and Apple Intelligence work shown in June, with Ternus positioning the iPhone as an intelligent personal hub and introducing Siri Recaps on Apple Watch.
“The disappointment for me was the lack of a major fresh AI announcement,” Gilbert said.“Apple's message is that the devices consumers already own will be their route to AI. The bigger question is how effectively third-party apps connect with Siri, because that will determine how useful the experience becomes.”
Margins face the harder test:
For investors, Gilbert believes profitability deserves closer attention than headline device prices. He pointed to weaker gross margins last quarter and rising memory costs as pressures that Apple's latest price increases may struggle to offset.
Apple added US$100 to the Pro and Pro Max, below the increases the market had anticipated, while also raising prices by US$100 across the existing iPhone 16, 17e, 17 and Air models.
“The Duo's engineering does not come cheap. Two displays and extensive miniaturisation add to the cost, while memory prices remain a headache,” Gilbert said.“The increases Apple has pushed through look modest against those pressures. That is the concern for margins from here.”
Looking ahead, Gilbert sees the launch as an early indication of the priorities that could define Apple under Ternus.
“If Cook's decade was about services, Ternus' looks set to be about devices and getting more Apple products into more rooms,” he said.“But investors are still waiting for a clearer step forward on AI. Apple has put a builder in charge; now the test is whether that hardware expertise can deliver the growth the market expects while competitors accelerate their AI efforts.” About etoro: etoro is a trading and investing platform that empowers you to invest, share and learn. We were founded in 2007 with the vision of a world where everyone can trade and invest in a simple and transparent way. Today we have 40 million registered users from 75 countries. We believe there is power in shared knowledge and that we can become more successful by investing together. So, we've created a collaborative investment community designed to provide you with the tools you need to grow your knowledge and wealth. On etoro, you can hold a range of traditional and innovative assets and choose how you invest: trade directly, invest in a portfolio, or copy other investors. You can visit our media centre for our latest news. Disclaimers: Availability of the above-mentioned products and services may vary by jurisdiction and country, for example not all of these products and services are currently available to US users. Tori does not provide investment advice. Tori is an AI-powered tool designed to offer educational content, data and general market insights. It does not consider personal circumstances and should not be relied upon for investment decisions. Zengo's non-custodial wallet is a separate product from etoro's regulated exchange services. Access to Web3 services through the wallet, including decentralized applications, token swaps, and staking, is not a regulated activity and is not offered, managed, or guaranteed by any etoro regulated entity. Users interact directly with third-party protocols and are responsible for their own actions. etoro is a multi-asset investment platform. The value of your investments may go up or down. Your capital is at risk. etoro is a group of companies that are authorised and regulated in their respective jurisdictions. The regulatory authorities overseeing etoro include:
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The Financial Conduct Authority (FCA) in the UK
The Cyprus Securities and Exchange Commission (CySEC) in Cyprus
The Australian Securities and Investments Commission (ASIC) in Australia
The Financial Services Authority (FSA) in the Seychelles
The Financial Services Regulatory Authority (FSRA) of the Abu Dhabi Global Market (ADGM) in the UAE
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etoro NY LLC hold licenses with the State of New York (MTL #104940 and VC #122584 )
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