MUMBAI/NEW DELHI: The much-anticipated launch of Apple’s iPhone 17 series on Friday unleashed a wave of excitement across India, but the enthusiasm turned chaotic outside the Apple store in Mumbai’s Bandra Kurla Complex (BKC) Jio Centre. As hundreds lined up for the 8 a.m. sales kickoff, a physical altercation broke out among those in the queue. Video footage shared by PTI captured individuals trading slaps and punches, with bystanders struggling to quell the unrest.
Security personnel quickly intervened to separate the individuals involved and restore order, though the exact cause of the clash remains unclear. One shopper, Mohan Yadav, voiced frustration to ANI about the disorder, pointing to line-cutting as a key issue: “I have been waiting since the morning… 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.”
The frenzy wasn’t confined to Mumbai. Long queues formed overnight at Apple’s four stores in India Mumbai, New Delhi’s Saket Select Citywalk Mall, Bengaluru, and Pune. In Delhi, lines sprawled across two floors of the mall, with some buyers arriving as early as 1 a.m., including those who traveled from regions like Punjab. Reports indicated that a few even called in sick to work to secure their spot, highlighting the intense demand for the new devices.
Priced between ₹82,900 for the base iPhone 17 and ₹1,49,900 for the Pro Max, with the ultra-slim iPhone Air at ₹1,19,900 and the Pro at ₹1,34,900, the series was available for pre-orders and walk-in purchases. Retail partners bolstered the launch with offers like cashback, exchange discounts, extended EMI options, and bundles on accessories such as Apple Watches and AirPods Pro 3. The robust turnout across cities underscored Apple’s strong market presence in India, though the Mumbai scuffle highlighted the challenges of managing such high demand.
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