Apple has unveiled its latest premium smartphones, including the iPhone 18 Pro and iPhone 18 Pro Max, alongside the iPhone Duo, the company’s first foldable smartphone.

For UAE buyers, the iPhone 18 Pro and Pro Max will arrive first. Pre-orders open on Saturday, September 12, with the devices becoming available from Friday, September 18.

The iPhone 18 Pro starts at Dhs5,099, while the iPhone 18 Pro Max starts at Dhs5,499.

Both models are available in 256GB, 512GB, 1TB and 2TB storage configurations and come in burgundy, glacier, silver and black.

Apple said customers trading in an iPhone 13 or later could receive an instant trade-in credit of between Dhs640 and Dhs3,260, depending on the device.

The iPhone 18 Pro series is powered by Apple’s new A20 Pro chip and features a 48MP Pro Fusion camera system.

Apple has introduced variable aperture on the main camera, alongside improvements to battery life and performance.

iPhone Duo starts at Dhs8,499

Apple’s biggest departure from its traditional iPhone design is the iPhone Duo, its first foldable smartphone.

UAE customers will be able to pre-order the iPhone Duo from Friday, October 16, with availability beginning Friday, October 23.

Prices start at Dhs8,499, making it more expensive than the starting prices of the iPhone 18 Pro models.

The Duo features a 7.6-inch folding inner display and a 5.4-inch outer display. It is powered by the same A20 Pro chip used in the iPhone 18 Pro models and features a 48MP Fusion Main camera and 48MP Fusion Ultra Wide camera. It will be offered in star white and night sky.

The launch marks Apple’s entry into the foldable smartphone segment, putting it into more direct competition with manufacturers that have already established foldable product lines.

Apple’s long-awaited entry into the foldable smartphone market may have dominated its product event, but it was Samsung and Duolingo that stole much of the conversation on social media.

Within minutes of Apple unveiling the $1,999 iPhone Duo—its first foldable smartphone—Samsung Mobile US launched a series of tongue-in-cheek posts on X, taking aim at its long-time rival for entering a product category that Samsung has led since introducing the Galaxy Fold in 2019. Apple officially unveiled the iPhone Duo during its September 9 hardware event, marking its biggest iPhone redesign in years and signalling its entry into the premium foldables segment.

Rather than issuing a single congratulatory message, Samsung posted a string of sarcastic comments as Apple’s keynote unfolded.

“Let us know when you’re done reheating our leftovers,” one post read, suggesting Apple was playing catch-up in foldable devices. In another, Samsung joked: “Not the bed side clock. It’s giving groundhog day,” while another quipped: “It’s feeling very familiar. Is this a Sims sequel…”

The campaign escalated when Samsung brought Duolingo into the conversation, posting: “I’m so sorry, @Duolingo. They copied us too #Solidarity”—a reference to Apple’s decision to name its first foldable device the “iPhone Duo”, echoing the language-learning app’s famous green owl mascot, Duo.

Duolingo quickly embraced the joke, turning the launch into a cross-brand marketing moment. The company posted: “they named a phone after me and made it bend over”, before following up with another quip comparing the two products: “iPhone Duo: $1999. Duo on your iPhone: free.”

Responding directly to Samsung’s “solidarity” post, Duolingo added: “when an ugly stranger calls you twin, No Brand”, further amplifying the viral exchange.

The episode illustrates how major technology launches have increasingly become opportunities for real-time brand marketing. Rather than focusing solely on competing products, companies are racing to dominate the online conversation through humour, memes and rapid-fire social media engagement.

For Samsung, the campaign also reinforced a long-standing positioning strategy. The South Korean electronics giant has repeatedly highlighted its leadership in foldable smartphones whenever Apple enters a category later, using social media to underline its first-mover advantage. Apple’s iPhone Duo, priced at $1,999, officially brings the company into a market where Samsung, Huawei and other Android manufacturers have spent years refining foldable designs.

While Apple’s keynote showcased the iPhone Duo’s titanium design, 7.6-inch foldable display and multitasking capabilities, much of the post-event online engagement centred not on the hardware itself, but on the playful rivalry between competing brands—a reminder that in today’s social media landscape, winning the narrative can be almost as valuable as launching the product.

Dubai International Financial Centre (DIFC) will bring together more than 850 speakers for the inaugural Dubai Future Finance Week in November, as the emirate seeks to strengthen its position as a global financial hub.

The event, scheduled to run from November 2-6, will feature more than 85 events, including 12 signature forums across 14 stages in Dubai, DIFC said in a statement.

Held under the theme “Finance Reimagined: Where Innovation Meets Policy and Purpose”, the programme will focus on six areas: fintech, tokenisation, Islamic finance, family wealth, sustainable finance and private capital.

The event is being organised under the directives and patronage of Sheikh Maktoum bin Mohammed bin Rashid Al Maktoum, First Deputy Ruler of Dubai, Deputy Prime Minister and Minister of Finance of the UAE, and President of DIFC.

DIFC said the initiative supports the Dubai Economic Agenda D33, which includes an ambition to position Dubai among the world’s top four financial centres.

“The global financial ecosystem is undergoing a structural evolution, and Dubai is shaping its next chapter through Dubai Future Finance Week,” Essa Kazim, governor of DIFC, said.

“By bringing together the world’s most influential financial decision-makers to align policy with progress, this event unites the entire financial spectrum under a single, cohesive platform to drive the ambitions of the Dubai Economic Agenda D33.”

Read: Dubai rises to 7th place in Global Financial Centres Index

Fintech summit to anchor programme

The Dubai FinTech Summit, scheduled for November 2-3, will serve as the anchor event, bringing together banking, capital markets and FinTech executives to discuss the future of financial services.

Confirmed headline speakers include Nicolas Moreau, chief executive of HSBC Asset Management; Noel Quinn, chairman of the board of directors of Julius Baer; Dr Shanu S.P. Hinduja, chair of S.P. Hinduja Banque Privée; and Fatih Karahan, governor of the Central Bank of the Republic of Türkiye.

“DIFC has built the region’s most advanced financial ecosystem, and Dubai Future Finance Week is an extension of that network,” said Arif Amiri, chief executive of DIFC Authority.

“From the expanded scale of the Dubai FinTech Summit to specialised forums for digital assets and family wealth, we are providing the physical and intellectual infrastructure to reimagine and build the future of finance with resilience and sustainability.”

Several specialised events will run alongside the summit.

The Future Sustainability Forum on November 3 will focus on sustainable finance, green capital and institutional investment in the transition to a lower-carbon economy.

The MENA Banking Excellence Awards and IPEM Future 2026 are also scheduled for November 3, with the latter bringing together private capital executives and allocators.

The Future Islamic Finance Forum on November 4 will focus on Sharia-compliant finance and Islamic capital markets, while the Deal Catalyst Fixed Income Alternatives Conference on the same day will examine private and structured credit strategies.

Family wealth and tokenisation in focus

On November 5, the Dubai Family Wealth Summit will focus on succession, governance and long-term asset allocation, while the Investment Leaders Exchange will bring together senior institutional investment executives.

The Future Tokenisation Forum, also scheduled for November 5, will examine tokenised markets and next-generation financial infrastructure.

Other programmes during the week include the Capital Exchange CIO Investment Leadership Programme on November 2-3, Gulf Transition and Sustainable Finance 2026 on November 2, and GAIP InsureTek Dubai on November 4-5.

DIFC said bringing the events together under a single programme was intended to encourage discussion across banking, private markets, asset management, FinTech, public policy, insurance and sustainable finance.

Dubai Future Finance Week comes as DIFC continues to expand its financial and innovation ecosystem. The centre said it is home to 10,018 active companies, including 1,134 regulated firms and 1,933 AI, FinTech and innovation companies.

It also has 592 wealth and asset management firms, including more than 100 hedge fund managers, and a workforce of 50,200 professionals, according to DIFC.

The financial centre is also developing the 17.7 million sq ft DIFC Zabeel District expansion, which it says will eventually provide capacity for more than 42,000 companies and over 125,000 workers.

The expansion is set to include more than one million sq ft dedicated to future technologies, including an expanded Innovation Hub and a purpose-built AI Campus.

Samsung Electronics is pushing slimmer designs, improved durability and enhanced displays with its latest generation of foldable smartphones as it seeks to broaden the appeal of a category it has developed over eight generations.

The Galaxy Z Fold8 Ultra, Galaxy Z Fold8 and Galaxy Z Flip8 represent the company’s latest foldable lineup, with Samsung highlighting changes to device weight, thickness, hinge technology and displays.

More than a month after the devices were unveiled at Galaxy Unpacked, Samsung said feedback from technology reviewers and users in the Middle East and North Africa pointed to growing acceptance of foldable smartphones.

“This is Samsung’s most refined foldable lineup yet,” tech reviewer Salim Al Badi said. “The new form factor is a major leap forward, making foldable phones feel ready for the mainstream.”

Ahmad Boarki, another regional technology reviewer, said: “The Galaxy Fold8 feels like a major upgrade. The crease is hard to notice and the concept of this new aspect ratio is very tempting for anyone who consumes a lot of media.”

Focus on thinner foldables

Samsung said the Galaxy Z Fold8 is the lightest Fold model it has produced, while the Galaxy Z Fold8 Ultra is the thinnest in the series, measuring 4.1 mm when open. The Galaxy Z Flip8 is the slimmest and lightest Flip in the range, according to the company.

The devices use what Samsung calls Flex Titanium, a titanium alloy film designed to provide strength while maintaining a slim profile, alongside its Armor FlexHinge.

Display technology has also been a major focus of the latest generation.

Samsung said the Galaxy Z Fold8 Ultra has the largest inner display it has fitted to a foldable device, while the screens across the range have been designed to remain legible in direct daylight.

The company said integrating Flex Titanium beneath the flexible glass improves impact resistance while reducing the visual effect of the crease, one of the issues that has traditionally differentiated foldable screens from conventional smartphones.

Software targets productivity

Samsung is also using software to take advantage of the additional screen space offered by foldable devices.

The Galaxy Z Fold8 features a shorter and wider form factor than previous models, with a cover screen designed to better accommodate vertical social media content. When unfolded, the larger display is intended for content consumption and multitasking.

The company’s Multi Window feature allows supported applications to run side by side, while frequently used combinations of apps can be saved and reopened together.

Samsung said thousands of applications have been optimised for the Galaxy Z Fold8 displays.

Camera capabilities vary across the three devices, with the Galaxy Z Fold8 Ultra positioned at the top of the range for camera resolution and optical zoom.

Samsung targets users switching ecosystems

Samsung is also seeking to make it easier for consumers using rival smartphone platforms to switch to Galaxy devices.

Its Smart Switch service allows iOS users to transfer data including photographs, messages, WhatsApp chats and settings wirelessly by scanning a QR code, according to the company.

Samsung is also offering its Samsung Care+ service, which provides protection against accidental damage, extended warranty coverage and access to certified repair and support services.

The latest devices represent the culmination of eight generations of development by Samsung in foldable smartphones, as the company seeks to move the form factor beyond its early niche and position foldables as mainstream premium devices.

Samsung and Snapchat

In other news, Samsung and Snapchat have teamed up to use Snap Map to drive users to participating Samsung stores to experience the new Galaxy Z Fold8. Snapchatters can open Snap Map, locate the nearest highlighted Samsung store and visit it to try the foldable device, while also unlocking exclusive in-store rewards and benefits through Snap Map’s location technology.

Samsung said the collaboration is designed to move consumers from discovering the Galaxy Z Fold8 on their phones to experiencing it in person, while Snap said the partnership demonstrates how its location-based discovery tools can help drive in-store engagement.

AGMC, the UAE distributor for INEOS Automotive, has launched the limited-edition INEOS Grenadier Ghaf Edition, with just seven vehicles being produced to celebrate the resilience of the UAE’s national tree and the country’s heritage.

The exclusive model was unveiled to invited guests and media at Abu Dhabi’s Al Maqta’a Museum, a historic landmark built in 1953 that holds significant cultural importance in the UAE.

Inspired by the Ghaf tree, which has survived the harsh conditions of the Arabian desert for centuries, the special edition combines the rugged capabilities of the INEOS Grenadier with design elements reflecting one of the country’s most enduring natural symbols.

The project drew its initial inspiration from a historic Ghaf tree motif found at Al Maqta’a Museum, which also appears on a rifle associated with Sheikh Hamdan Bin Zayed the First.

The development also involved Emirati entrepreneur Hanadi Al Fahim, author of The Little Ghaf Tree, whose advocacy contributed to the conservation of the Ghaf and efforts that ultimately led to it being designated the UAE’s national tree.

AGMC collaborated with Abu Dhabi-based designer Fawaz Khalid, founder of FWZ Designs, to develop the vehicle’s distinctive appearance. The design reflects the Ghaf tree’s ability to withstand extreme desert conditions while highlighting the Grenadier’s off-road credentials.

Commenting on the launch, Dr Andreas Schaaf, director of Albatha Automotive Group, said: “We were honoured to work on such an exciting project that celebrates the resilience and strength of the UAE. The Ghaf Tree has survived the harshest desert conditions for generations, while the INEOS Grenadier was purpose-built for rugged endurance and adventure.

“Bringing the two together has created a special edition that celebrates the durable characteristics of the Grenadier while telling a story that is unmistakably rooted in the UAE.”

The Ghaf Edition features bespoke exterior styling elements protected by Gurcoat, a high-strength protective coating designed to guard against rock chips, abrasion and prolonged UV exposure while providing a distinctive finish.

AGMC said the vehicle remains true to the Grenadier’s functional design philosophy while incorporating design cues inspired by Emirati heritage.

The company said the Ghaf Edition represents more than a styling exercise, bringing together Emirati culture, local creative talent and the Grenadier’s engineering to create a vehicle that reflects endurance, resilience and the spirit of the UAE.