New iPhones making waves
dubai — It was a brisk start for the iPhone 5s and 5c after they were made officially available at both telecom operators and major retailers in the UAE on November 3 and until now, the new Apple smartphones are being sold like hotcakes.
Device prices for the iPhone 5s, the most forward-thinking smartphone in the world, are Dh2,749 for 16GB, Dh3,149 for 32GB and Dh3,549 for 64GB. The iPhone 5c, the most colourful iPhone yet, is available for Dh2,349 for 16GB and Dh2,749 for 32GB.
Etisalat and du are offering the new iPhone with different plans and even a free device with a data package. Du is giving away free a 16GB iPhone 5s with a monthly rental of Dh200 for a 24-month contract.
On the other hand, etisalat is providing numerous options in terms of plans to iPhone buyers. Customers can get devices free with contracts at monthly rentals starting as low as Dh199. At half the normal monthly rental, postpaid subscribers can sign up for a 10GB contract-free data capacity plan at Dh225 per month.
Apple’s flagship devices were launched on September 20 in nine countries. It was the most successful launch ever as Apple claimed it sold nine million iPhone 5s and iPhone 5c models during the first three days on the market.
In the UAE, enthusiastic customers started queuing up to get their hands on the new device last Sunday at 12am, according to major retailers. Now stocks are running out very fast.
The response to new iPhone devices is obvious as the smartphone ownership rate in the UAE is much higher than the global average. Smartphone ownership in the country outstrips the global average by more than 35 percentage points, according to a latest study by TNS, a custom market research organisation. Around 78 per cent of UAE residents own a smart-
The longevity and appeal of the various products in the Apple portfolio ensured they were amongst the top
Vishesh Bhatia
phone compared to the global average of 42 per cent, according to TNS’ annual Mobile Life Study.
Despite its global launch in September, the new iPhone devices were not made available in the UAE during last month’s Gitex Shopper. But these devices made its foray right on Diwali.
“Key events on the regional calendar have a considerable impact on marketing and sales. Having said that, Apple as a brand was not conspicuous by its absence at Gitex Shopper. If anything, the longevity and appeal of the various products in the Apple portfolio ensured they were amongst the top three hottest-selling brands in key product categories such as smartphones and tablets,” Jumbo Group chief executive officer Vishesh Bhatia said in an emailed statement to Khaleej Times.
Recalling the iPhone 4 launch in 2010 and its later launches in the following years, Bhatia said: “A lot has changed since the launch of the first iPhone. Today the market is flooded with touch-screen smartphones, so it would be unfair to compare the latest iPhone launch to the fervor of previous launches, simply because there were not many options around at that time. The iPhone was a gamechanger that reshaped the smartphone industry. Nothing can take that achievement away from Apple.”
Phones and tablets continue to be the hottest-selling product categories this year, he said, adding: “We estimate the current sales growth in smartphones at about 30 per cent in terms of value across all smartphones during the first half of 2013. The iPhone is definitely still amongst the top three selling brands.”
Talking about any significant changes in the iPhone 5s compared to iPhone 5, he said that this is an incremental update, and the iPhone 5s does borrow from its predecessor. “Don’t expect a flashy new model with a complete design overhaul. There is comfort in familiarity as existing iPhone 5 accessories will work with the 5S. The Touch ID is a pretty neat — well — touch. It’s very convenient if you access your phone several times a day and it’s not something you can forget, like a passcode.”
Globally and in the UAE, Apple’s mid-range iPhone 5c could not get a better response compared to 5s despite a price difference of Dh400.
Bhatia said: “The way to look at it is not to expect a cheaper version of the iPhone, as that positioning is obviously not low-cost enough. What the 5c offers is choice, colour, fun and variety for an audience that would like to own the iPhone, but maybe in a different, more vibrant form. With that positioning and rationale, 5c sales will improve over time.”
Jumbo — one of the premium authorised resellers for Apple in the UAE — provides its customers direct access to Apple support and service.
The electronic retailer is planning to unveil some special promotions next month. “We will roll out some special offers on the iPhones during the key holiday shopping period starting in December.”