The day dawned electric in major Indian cities as Apple’s much-anticipated iPhone 17 series officially went on sale on September 19, 2025. What was supposed to be a celebratory launch turned chaotic, with hordes of eager buyers, long-standing queues, and scuffles outside flagship Apple stores—especially in Mumbai and Delhi. The price tag—starting around ₹82,900, with premium configurations crossing ₹1,00,000—only added fuel to the frenzy.
Rush, Queues & Sunrise Hopes
Long before the official opening hours, people were already lined up outside Apple stores. In Bandra Kurla Complex (BKC), Mumbai, buyers began arriving pre-dawn, some even in the small hours, hoping to be among the first to get their hands on the iPhone 17.
In Delhi, at the Saket Apple store, and in Bengaluru as well, similar scenes played out: enthusiasts camped outside, many equipped for the wait with snacks, chairs, and umbrellas. The glowing discussion on social media only heightened the anticipation.
From Enthusiasm to Chaos
What began as excited waiting turned tense. In Mumbai’s BKC store, early in the morning, a scuffle broke out among customers. Some people tried to break into the queue, while others got into pushing and shoving. Security personnel intervened quickly to diffuse the situation.
Eyewitnesses told media outlets that the root causes included impatience, line-jumping, lack of clear crowd control, and insufficient signage or demarcation. One buyer from Ahmedabad, who had come to Mumbai, expressed frustration that queue discipline was almost non-existent.
Pricing That Stings—and Shines
Most of the excitement (and controversy) also centers around the prices. The entry-level model of iPhone 17 in India starts at ₹82,900 for 256 GB. But many variants—especially with high storage or “Pro / Pro Max / Air” models—cross the ₹1,00,000 mark easily.
For instance:
- iPhone 17 (256 GB) – ₹82,900
- iPhone 17 Air, higher storage or premium versions – well over ₹1,00,000
- The top-end 2TB variant of iPhone 17 Pro Max goes up to ₹2,29,900, making it the most expensive iPhone in India to date.
This steep price tag has generated mixed reactions: some defend it as justified for high-end hardware and prestige; others feel the prices are out of reach and fuel for such frenzied behaviour. Social media is awash with both admiration and criticism.
Why the Rush? What’s New in iPhone 17
Part of the mania can be traced to what Apple has packed in the iPhone 17 series. Some of the highlights:
- A19 Bionic chip (latest generation), promising improved speed & efficiency.
- Enhanced cameras with better sensors and improved low-light performance.
- iPhone Air variant offering slimmer builds, lighter frames, and stylish appeal for younger buyers.
- Display and battery improvements with futuristic upgrades coveted by early adopters.
The cumulative effect is one of “latest tech + brand prestige + scarcity (on day one)” which almost always leads to rushes at major stores.
Retail Offers & Discounts
To sweeten the deal, retailers announced several launch-day offers:
- Exchange bonuses for customers trading in older phones.
- Bank offers, no-cost EMIs, and cashback deals.
- Discounts on accessories or bundled packages.
Such offers help somewhat in offsetting the sticker shock, and they draw more people to physical stores. But when queues are long and supplies limited, many are still willing to pay full cost just to be among the first.
City-Wise Highlights & Incidents
| City | What Happened |
|---|---|
| Mumbai (BKC) | The worst scuffle—outside Apple’s BKC store, multiple people pushing and shoving, security intervened, videos went viral. |
| Delhi (Saket) | Long queues, overnight waiting by some customers; excitement tempered with occasional frustration at crowd management. |
| Bengaluru, Pune | Large crowds, though less reported violence. Some stores saw early morning queues, mostly orderly behaviour with staff trying to manage lines. |
Lessons and Concerns
- Crowd Management
Retailers underestimated the demand and overestimated people’s discipline. Better queue demarcation, pre-numbered tokens, and more security might have helped. - Supply vs Demand
Stock at many stores was limited. Even customers with pre-orders found walk-in stock quickly exhausted. Scarcity fuels impatience and jostling. - Pricing Transparency
While the base model is more “affordable,” upgrades and Pro models quickly push prices beyond ₹1 lakh. Customers feel misled when official ads highlight only the entry price. - Safety & Order
Physical altercations, even if minor, are a worry. Public safety and crowd control should be prioritised in such high-demand launches.
Buyer Profiles: Who’s in the Crowd?
- Tech Enthusiasts & Early Adopters: Craving the latest features on launch day.
- Brand Loyalists: Apple fans upgrading every year or two for prestige or ecosystem.
- Influencers & Content Creators: Keen on improved cameras and status content.
- General Consumers: Many are aspirational buyers but limited by price; they wait for deals or finance options.
Will the Frenzy Continue?
It’s likely. Given that this is the launch day, many more shipments are expected in coming weeks. But:
- Those who missed out may avoid chaos by ordering online.
- Launch offers may improve with time.
- Resale values will initially be high, encouraging some buyers to flip units for profit.
FAQs
Q1. What is the price of iPhone 17 in India?
The base iPhone 17 (256 GB) starts at ₹82,900, while the premium 2TB Pro Max variant costs up to ₹2,29,900.
Q2. What caused the chaos during the launch?
Crowd mismanagement, impatience, limited stock, and the aspirational appeal of the iPhone contributed to the scuffles.
Q3. Which cities saw the worst scenes?
Mumbai (BKC Apple Store) saw the most dramatic incidents. Delhi and Bengaluru also had massive queues, though less violent.
Q4. Are there any launch offers to reduce the cost?
Yes—bank discounts, no-cost EMIs, and exchange bonuses are available at major retailers.
Q5. Is it safer to buy online than going to the store?
Yes. Online purchase avoids queues and chaos, though delivery may take longer and stock may be limited.
The launch of iPhone 17 in India is a reminder of the magnetic pull of flagship tech. Even when prices soar above ₹1 lakh, crowds are willing to jostle for a first purchase. The mix of aspiration, brand loyalty, and scarcity makes Apple launches an annual spectacle—but also raises questions about crowd safety and fair distribution.
For Apple and retailers, the lesson is clear: demand management and customer safety must be priorities alongside product innovation.
Sources
- Hindustan Times – iPhone 17 series sale in India begins today: Prices, launch offers, and more
- Hindustan Times – Queues outside Mumbai’s BKC Apple Store ahead of launch
- Times of India – Apple iPhone 17 series hits stores in India: Massive crowds at Mumbai BKC and Delhi Saket
- Moneycontrol – Scuffle breaks out outside Apple Store in Mumbai as iPhone 17 goes on sale
- Economic Times – Crowds clash outside Mumbai’s Apple Store over iPhone 17 purchase
- Gulte.com – iPhone 17 chaos: customers clash at Apple Store
- IndiaTimes – Apple iPhone 17 Pro Max price and specs expected ahead of launch