Hundreds queue for Apple's iPhone 7 despite limited supply

Fans eagerly queued at the Mall of Emirates for Apple's iPhone 7 and Watch Series 2, however walk-in customers left empty handed

Tags: Apple Incorporated
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Hundreds queue for Apple's iPhone 7 despite limited supply Ahmed Al Hajri from Saudi Arabia, queued outside the Mall of Emirates Apple store the night before. (Apple)
By  Aasha Bodhani Published  September 18, 2016

Apple's iPhone 7 and Watch Series 2 arrived on Saturday at Dubai's Mall of Emirates, with hundreds of UAE residents queuing through the night to purchase the devices.

Despite Apple's recent unveiling, reports have poured in with criticism over limited supplies around the world of the latest iPhones, and in particular the "jet black" model, which has already sold out. Apple said in a statement: "We sincerely appreciate our customers' patience as we work hard to get the new iPhone into the hands of everyone who wants one as quickly as possible."

Apple further advised customers to order it online or use third-party retailers who have the devices. Furthermore, UAE telecom operators, Etisalat and du, have already released upgrade packages for their customers.

For the first time, the UAE had the same launch date as the rest of the world, however this was delayed by one day to avoid launching on Friday. The day of the launch saw Ahmed Al Hajri from Saudi Arabia, queue outside the Mall of Emirates Apple store the night before, despite ordering the iPhone 7 online and confirming with Apple employees about his order the day before.

Whilst Al Hajri received his order, the number of devices stocked did not meet customer demand, meaning after a few hours walk-in customers were unable to purchase the smartphone.

It appears Apple was already prepared for the shortage, as the iPhone giant said in statement, cautioning investors, it would not be releasing pre-order sales as it typically would. Apple said: "These initial sales will be governed by supply, not demand, and we have decided that is no longer a representative metric for customers and investors." 

Reports have also suggested that Apple has scaled back its production on the iPhone 7, due to overproducing the iPhone 6S. Since the release of the iPhone 7, the device has received a divided opinion, in particular with the removal of the headphone jack and wireless AirPods, as this could be the deciding factor of whether Apple fans will want to purchase or upgrade to the newer model.

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