Apple fans have already had one major smartphone launch in recent weeks - and now there's another to get excited about.
The iPhone XR will be in the company's stores in the UAE from Friday, having been available for pre-order for the past week.
The device is a lower cost version of the iPhone X with a 6.1-inch LCD screen, and it comes in six colour choices, including some funkier tones, and will be available in 64,128 and 256GB models.
It is priced at Dh3,179 compared to the iPhone XS and XS Max, which were launched last month with prices starting at Dh4,229 and Dh4,649 respectively.
Apple is targeting consumers seeking one of its premium models with an edge-to-edge screen and Face ID, but at a more affordable level.
The company says the phone has "the most advanced LCD in the industry. Even faster Face ID. The smartest, most powerful chip in a smartphone. And a breakthrough camera system."
Industry experts who have been given a sneak peak of the new phone have praised it for its improved battery life and value compared to the iPhone XS and XS Max, suggesting that the saving of around Dh1,000 is worthwhile.
iPhone fans queued for hours last month for the launch of the iPhone XS at Dubai Mall. They turned out from the Thursday evening ahead of the doors opening on Friday morning amid jubilant scenes as their patience was finally rewarded.
Those who have pre-ordered with Etisalat can expect to receive their device with three to five days of the launch date, the company states on its website.
Du meanwhile says that delivery orders will be on "first in, first out basis, so customers who pre-order on the first day of the pre-order period will receive their devices in the first batch".
It added that deliveries will start from Friday and will take up to five working days for Dubai residents and up to seven working days for residents outside of Dubai.