151%
More orders
iStyle grows average order value 30% with Tabby
By making flexibility part of the offer instead of discounting, iSTYLE turned Tabby into a lever for both bigger baskets and new customer acquisition.
30%
Higher AOV
85%
New customers via Tabby Ads
CompanyiStyle is an Apple Premium Partner bringing the full Apple lineup to the UAE via retail, online, and bespoke services. iStyle is part of Midis Group, with 150+ stores in 15 countries.
HeadquartersUnited Arab Emirates
IndustryConsumer electronics
SolutionsPay in 4, In-store checkout, Ads
ChannelsOnline, In-store
A premium partner with a premium challenge
iStyle is an Apple Premium Partner with 150+ stores across 15 countries. Premium price points are part of the brand. The question was how to give customers more control over how they pay, without changing what the brand stands for.
Making flexibility part of the offer
iStyle launched Tabby in August 2024, starting with flexible payments at checkout.
“
By offering smarter, more flexible payment solutions, we're making premium Apple products more accessible than ever.
Nicolas DaherManaging Director Retail, Midis Group (CEE, MENA and Spain)
Bigger baskets, stronger returns
When customers have more control over how they pay, they spend more confidently. At iStyle, average order values came in 30% higher with Tabby.
Tabby Ads added another layer, reaching shoppers already browsing with intent. It delivered 55% higher ROAS for iStyle, and 85% of customers acquired through the channel were new to iStyle, turning Tabby's checkout base into a direct acquisition engine.
Flexibility without discounting
iStyle covered the cost of longer payment plans so customers could spread their iPhone purchase over ten months at no extra charge. Orders grew 151% year-on-year during the campaign, without iStyle having to discount.
Pay in 10 captured 30% of all orders that month. Demand held after the campaign ended, and longer-tenor plans have since become a core part of how iStyle customers buy Apple.
More ways to pay, more reasons to return
Tabby Card launched at iStyle in February 2026 and settled quickly into the checkout mix, reaching 1 in 4 Tabby orders within three months and holding that share consistently since.
The more telling signal is in customer behaviour. Tabby Card users at iStyle return at a higher rate than customers on Pay over time alone: 25% versus 19%.
Looking ahead
As Apple's range expands, iStyle is leaning into longer-tenor plans as the next growth lever, giving customers more ways to say yes to the full lineup.
