Retailers in the UAE are grappling with a shortage of Apple’s latest iPhone 17 series, as consumer demand significantly outpaces supply. Launched last month, the iPhone 17 has seen particularly strong interest in its higher-end models, such as the Pro and Pro Max variants. Rajat Asthana, CEO of Eros Group, noted that pre-orders for these premium models sold out within minutes, with foot traffic in stores increasing by 50% compared to last year’s launch. The surge in demand is attributed to Apple’s innovative features and new color options, including Cosmic Orange, which have captivated consumers. Additionally, the Indian festival of Diwali has further fueled demand, as iPhones are popular gifts during the festive season. While some e-commerce platforms and Apple’s UAE online store show limited availability, retailers anticipate supply constraints to persist through October, with improvements expected in November. A spokesperson from Jumbo Electronics confirmed that replenishments are underway to meet the ongoing demand. The situation highlights the challenges of balancing high consumer interest with logistical and supply chain limitations in the region.