Chaos unfolded at Mumbai’s BKC Jio Centre Apple Store as eager buyers clashed in queues during the iPhone 17 launch sale. Security intervened to control the crowd.
Mumbai Witnesses Frenzy as iPhone 17 Sale Turns Chaotic
The much-anticipated launch of the Apple iPhone 17 series in India on September 19 turned dramatic at Mumbai’s BKC Jio Centre Apple Store when eager customers engaged in a heated scuffle while waiting in line.
Hundreds of Apple fans had queued up since early morning—some even camping overnight—to grab the latest iPhone models. The excitement, however, spiraled into chaos when tempers flared among buyers, forcing store staff and security to step in and restore order.
Viral Video Shows Buyers Fighting
A video of the incident quickly went viral on social media, showing a group of customers clashing while standing in line. The scuffle disrupted the otherwise festive atmosphere of the launch. Store authorities swiftly deployed additional staff to regulate the queues and ensure smooth entry for buyers.
Despite the chaos, the passion for Apple’s latest device remained undeterred. Shoppers continued to wait patiently, eager to get their hands on the new iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max.
Customer Reactions
For many, the launch day was more than just a purchase—it was an experience.
=Manoj, who traveled all the way from Ahmedabad, said, “I come from Ahmedabad every time. I have been waiting since 5:00 AM.”
Another excited customer, Amaan Memon, shared, “I am very excited for the iPhone 17 Pro Max series. This time Apple has a new design with the A19 Bionic chip. The gaming experience will be enhanced. I have been waiting for this colour for the last 6 months.”
iPhone 17 Prices in India
Apple announced pre-orders for the iPhone 17 series on September 12, with deliveries and store availability beginning September 19. Here are the official India prices:
- iPhone 17: ₹82,900 (256GB), ₹1,02,900 (512GB)
- iPhone Air: ₹1,19,900 (256GB), ₹1,39,900 (512GB), ₹1,59,900 (1TB)
- iPhone 17 Pro: ₹1,34,900 (256GB), ₹1,54,900 (512GB), ₹1,74,900 (1TB)
- iPhone 17 Pro Max: ₹1,49,900 (256GB), ₹1,69,900 (512GB), ₹1,89,900 (1TB), ₹2,29,900 (2TB)
Enthusiasm Remains High
Even as security personnel worked to contain the crowds, the enthusiasm of Apple fans was clear. The launch reaffirmed the iPhone’s cult status in India, where each new series sparks massive demand and emotional excitement among buyers.
With its A19 Bionic chip, improved camera system, and fresh design upgrades, the iPhone 17 series has once again positioned itself as the most sought-after premium smartphone in the Indian market.
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
Key Highlights:
- iPhone 17 launch in India witnessed chaos at Mumbai’s BKC Jio Centre Apple Store.
- Viral video showed customers clashing while waiting in long queues.
- Security and staff intervened to control the situation.
- Prices start at ₹82,900 for iPhone 17 and go up to ₹2,29,900 for the Pro Max 2TB variant.
- Despite scuffles, buyer enthusiasm remained at an all-time high.
iPhone 17 Series Price in India
| Model | 256GB | 512GB | 1TB | 2TB |
|---|---|---|---|---|
| iPhone 17 | ₹82,900 | ₹1,02,900 | – | – |
| iPhone Air | ₹1,19,900 | ₹1,39,900 | ₹1,59,900 | – |
| iPhone 17 Pro | ₹1,34,900 | ₹1,54,900 | ₹1,74,900 | – |
| iPhone 17 Pro Max | ₹1,49,900 | ₹1,69,900 | ₹1,89,900 | ₹2,29,900 |