Saudi Arabia has long been one of Apple’s most enthusiastic markets. From iPhones to AirPods to MacBooks, the brand’s footprint is deeply embedded in everyday life across the Kingdom. Now, with this digital-first launch in the country, Apple is creating a more direct and personalized channel for its customers, meeting them in their language, quite literally.
Ahead of Apple’s arrival in Saudi Arabia, we visited Apple Park in Cupertino to speak with Karen Rasmussen, Apple’s Head of Online Retail, to get an inside look at what this move means for shoppers in the region.
“The Apple customers, and customers in general in Saudi Arabia, are incredibly passionate, particularly about how Apple technology, can transform lives in every aspect of how we work and live,” said Rasmussen. “Understanding this, it became very clear to us that we wanted to connect with customers in a far more meaningful way in Saudi Arabia, and that’s what we’re doing with the launch of the online store and the Apple Store app. The team is incredibly excited to be launching our first-ever online store, fully in Arabic.”
While customers can still toggle between Arabic and English, Rasmussen emphasized the significance of the Arabic-first approach.
“You have the choice of Arabic and English depending on your preference, but we know the vast majority of customers will prefer to shop in Arabic,” she said. “We’re not only offering a shopping experience in Arabic on our website and in our app, but our end-to-end customer support is also fully in Arabic for everyone.”
That support includes what Apple calls its “Only at Apple” experiences, which include exclusive features designed to enhance the shopping journey.
“First and foremost, Apple Retail is focused on connecting with our customers in a meaningful way,” Rasmussen explained. “We wanted to make sure everything we did was fully in Arabic to support that. Not just the website, the app, and customer support, but also key aspects of the products.”
One standout offering: custom engravings, now available in Arabic for the first time.
“We’re introducing, for the first time ever, engraving fully in Arabic,” Rasmussen shared. “So if you want to engrave your Pencil, your AirPods, or your iPad, you can now do that in Arabic, English, or a combination of the two. We’re really excited about that.”
Beyond personalization, the online store gives customers access to exclusive features like product customization.
“Another unique feature that comes with the online store is the ability to customize some of our products. Many customers want to configure their Mac exactly how they want it and personalize it to their needs and the online store is the only place to do that,” said Rasmussen.
“Additionally, we offer the full assortment of Apple Watch cases and bands on the website. Just like you can walk into a store and see all the different band and case combinations, we have the Apple Watch Studio in the online store that allows you to pick the exact right style for you. We’re really excited about bringing that to the country as well.”
The app will also serve as a smart tool, curating suggestions based on user behavior and device history.
“One of the things I love in the Apple Store app — which is really our most personal experience — is how it knows who you are (in a privacy-focused way) and recommends watch bands based on the products you own, or cases for your iPhone,” Rasmussen noted. “It delivers a personalized experience in a brand-new way. We’re really thrilled to offer this experience in Saudi Arabia.”
Hiring local talent is also a cornerstone of the strategy, as Apple aims to ensure its services feel familiar and culturally relevant from the first tap to the last mile of delivery.
“Our teams thought deeply about the experience we wanted to create for Saudi Arabia to reflect the local community and its needs,” Rasmussen said. “Of course, it started with creating a store and app in Arabic. But our team members are also local to Saudi Arabia. We want to make sure they reflect the community we’re serving. They’re drawn from all over the country. So when you pick up the phone and talk to us — whether for shopping or after shopping — our teams will ensure seamless communication. We also have great programs like Personal Setup to help you transfer your data or get set up on your new device. If you want to learn tips and tricks to get more out of your devices, all of that is done with team members from Saudi Arabia.”
The logistics side of things hasn’t been overlooked either. Apple promises a streamlined experience all the way to your doorstep.
“We’ve worked hard to ensure we offer exceptional delivery services. We want customers to have full confidence that their product will arrive at the time we say it will, and we want to be as fast as we can. That includes next-day delivery in most parts of the country,” Rasmussen said.
Apple’s expansion into Saudi Arabia is a carefully considered cultural step. From localized language features to regional staff and faster delivery, the online store is designed from the ground up with the Saudi customer in mind.
The Apple Store Online in Saudi Arabia is now live. Shop your favorite devices here.
