“Our stores in the UAE are always vibrant and buzzing with energy, filled with enthusiastic customers eager to explore the latest products. What sets the UAE market apart is the amazing diversity of our clientele, each bringing unique perspectives and creativity to our stores,” says Deirdre O’Brien, Senior Vice President of Retail and Human Resources at Apple, reflecting on the distinctive nature of the UAE market during an exclusive interview regarding the opening of a new store in Al Ain.
Deirdre adds that Apple customers in the UAE utilize their products in innovative ways to enhance their work, express themselves, and enrich their daily lives. UAE customers are among the fastest in adopting new products and services, often swiftly filling up the sessions of “Today at Apple,” which showcases their genuine enthusiasm for creativity and learning.
Rich Experiences
Our experience indicates that customers in the UAE place significant value on quality, service, and experience. Many are willing to invest in products that seamlessly integrate into their lives and provide enriching experiences. For us, the focus is on delivering meaningful value, whether that stems from the longevity of our products, the strength of our ecosystem, or the personal support available in every store.
Apple’s ecosystem—including iPhone, iPad, Mac, and Apple Watch—delivers competitive advantages in the UAE market, despite strong competition and pricing pressures. The ecosystem is one of our greatest strengths, and our UAE customers appreciate how their devices work together effortlessly—from starting a project on a Mac and finishing it on an iPad, to sharing fitness data from their Apple Watch with friends, to using AirDrop across devices. This continuity is something we believe no one else can replicate, and it’s a significant reason for the strong customer loyalty we see here.
New Store in Al Ain
With the opening of a new store in Al Ain, Apple now operates five branches in the UAE. This location was chosen due to Al Ain’s rich history and its vibrant, growing community. Deirdre states, “The Apple Store at the Al Jimi Mall is designed to welcome everyone, serving as a hub for communication, creativity, and shopping for some of the world’s most innovative technology. We are excited to engage with the exceptional local student community and provide them with opportunities to learn, create, and explore through ‘Today at Apple’ sessions and other educational programs, inspiring the next generation of innovators.”
At the Al Jimi Mall Apple Store, customers can explore the entire range of products, sit down with specialists for personalized shopping, or bring in their devices for expert support. We have also established a dedicated Apple Pickup area for quick order collection to make online purchases convenient and seamless for customers.
In addition to shopping, customers can participate in “Today at Apple” sessions, which are free educational programs covering photography, music, art, and design, with new sessions like Spotlight: Apple Intelligence aimed at helping individuals explore new creative potentials. The opening of this store aligns with Apple’s broader retail and growth strategy in the Middle East, where the UAE represents a critical market. The launch of the store at Al Jimi Mall—the fifth in the country—underscores our long-term commitment here and our determination to expand across the Middle East in innovative ways.
AI and Privacy
Regarding how to balance innovation while ensuring user privacy amid the rapid rise of artificial intelligence, Deirdre comments: “It’s an important issue. At Apple, innovation and privacy go hand in hand. With Apple Intelligence, we’ve introduced powerful tools for language, images, and tasks, but they are always built upon a foundation of security and user control. For instance, much of the processing takes place on the device itself, supported by Apple’s chip technology, and when information is handled in the cloud, it employs Private Cloud Compute technology to ensure that data is not stored or accessed by Apple.”
A Special Message from Apple to Customers in the UAE
During her conversation, Deirdre conveyed a special message to Apple customers in the UAE. She expressed gratitude, stating, “The UAE has embraced Apple from the very beginning, and we are proud to serve such a diverse and dynamic community of customers. Whether in Dubai, Abu Dhabi, or now Al Ain, our goal remains the same: to make our stores places where people don’t just come to purchase a product but to be inspired, to create, and to connect.”