The launch of Apple’s iPhone 17 series in India on Friday sparked overwhelming excitement, drawing massive crowds and leading to chaotic scenes at Apple outlets across the country. At the flagship store in Mumbai’s Bandra Kurla Complex (BKC), the rush turned disorderly, resulting in heated arguments and a brief scuffle among waiting customers.
The new iPhone 17, alongside the iPhone 17 Pro, iPhone 17 Pro Max, and the ultra-slim iPhone Air, went on sale from 8 a.m. on September 19. However, many customers had queued up overnight, some camping outside stores since Thursday evening, determined to be among the first buyers. By the time doors opened, long queues had formed in Mumbai, Delhi, and Bengaluru.
At the Mumbai BKC Apple Store, where hundreds had gathered, security personnel struggled to control the crowd. Videos circulating online showed customers jostling and pushing one another, with heated exchanges escalating into physical altercations. Several individuals accused security of failing to maintain proper queue discipline. “I was here since 4 a.m., but people who came later tried to cut the line. Things got out of hand quickly,” said a buyer from Ahmedabad who had traveled overnight to purchase the phone.
Similar scenes were reported in Delhi’s Saket and Bengaluru’s Whitefield stores, where queues extended for several hours before the official opening. While most buyers remained patient, the sheer volume of people highlighted Apple’s growing popularity in India, one of its fastest-growing markets.
The iPhone 17 series has attracted significant attention due to its advanced features, including enhanced camera performance, AI-driven processing, and the introduction of new color options such as “Cosmic Orange.” The starting price for the base model is set at ₹82,900, while the Pro Max variant crosses the ₹1.5 lakh mark, reflecting Apple’s continued focus on the premium segment.
Despite the high pricing, demand remains robust. Industry experts attribute this to India’s expanding aspirational consumer base and Apple’s strategic investments in local manufacturing. Over the past year, the company has increased production of iPhones in India, reducing its reliance on China and making the country its second-largest manufacturing hub.
Retail analysts noted that such overwhelming demand underscores India’s transformation into a key battleground for Apple’s global growth. “Apple has been positioning India not just as a sales market but also as a manufacturing and export hub. The iPhone 17 launch shows how strong the brand appeal has become,” said a senior analyst with a leading market research firm.
While the launch day chaos drew criticism on social media, with some questioning the lack of crowd management, others highlighted the enthusiasm as a sign of India’s booming premium smartphone market. The scenes of eager customers braving overnight waits for Apple’s latest devices have also fueled comparisons with product launches in the United States and Europe.
As day one sales concluded, Apple reported strong initial numbers, though the company has not disclosed exact figures. The iPhone 17 series is expected to further strengthen Apple’s market share in India ahead of the festive season, when smartphone sales typically surge.
