Apple Stores across India opened at 8 AM to unprecedented crowds seeking the rumoured iPhone 17 series, with scenes of chaos erupting at multiple locations as eager customers queued for hours before sales commenced.
Mumbai Store witnesses Violence to grab iPhone 17
The Mumbai Apple Store at BKC Jio Centre experienced significant disorder as large crowds competed for access to Apple’s latest devices, including the speculated iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max models, alongside new Apple Watches and AirPods Pro 3.
PTI footage captured physical altercations among customers, with individuals throwing punches while security officials attempted crowd control through whistles. Authorities quickly intervened to remove aggressive participants from the crowd.
VIDEO | iPhone 17 series launch: A scuffle broke out among a few people amid the rush outside the Apple Store at BKC Jio Centre, Mumbai, prompting security personnel to intervene.
— Press Trust of India (@PTI_News) September 19, 2025
Large crowds had gathered as people waited eagerly for the iPhone 17 pre-booking.#iPhone17… pic.twitter.com/cskTiCB7yi
Queue-Jumping Sparks Tensions
Customer complaints focused on inadequate crowd management and line-cutting incidents. Shopper Mohan Yadav told ANI: “I have been waiting since the morning. Have been standing in a queue… but the security here has no responsibility. People are breaking lines. Those standing behind don’t get the chance to buy the product due to a lack of responsibility among the security officials.”
Nationwide Enthusiasm to buy iPhone 17
Similar scenes unfolded at Apple’s other Indian locations in New Delhi, Bengaluru, and Pune. At the New Delhi Saket Select Citywalk Mall store, customers waited overnight, with some traveling from Punjab specifically for the launch.
The media reported that dedicated buyers had been queuing since 1 AM for the 8 AM opening, with several calling in sick to work to attend the event. The New Delhi queue spanned two mall floors, with seating provided for waiting customers.
Premium Pricing Structure
The theoretical iPhone 17 would start at Rs 82,900, with the ultra-slim iPhone Air priced at Rs 1,19,900. The iPhone 17 Pro and Pro Max models would cost Rs 1,34,900 and Rs 1,49,900 respectively.
Despite premium pricing, customer enthusiasm suggests strong market demand for Apple’s flagship devices in India’s growing smartphone market, indicating continued brand loyalty among premium consumers.
