Scuffle breaks out among Apple fans during iPhone 17 sale in Mumbai

Mumbai witnessed dramatic scenes on Friday morning as eager Apple fans clashed outside the company’s flagship store at BKC Jio Centre, just as the newly launched iPhone 17 series hit the shelves in India.

Hundreds of people had queued up since early morning to grab the latest devices, creating a rush-like situation. Amid the heavy crowd, which also included curious onlookers, tempers flared, leading to a scuffle between a few individuals. Security personnel stationed at the venue immediately intervened to bring the situation under control. Fortunately, no injuries were reported.

Despite the brief chaos, excitement around the launch remained undiminished as customers continued to line up to purchase the much-awaited models. Videos from the spot earlier showed serpentine queues forming outside the store, highlighting the craze around the latest Apple launch.

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.

Large crowds had gathered as people waited eagerly for the iPhone 17 pre-booking.#iPhone17… pic.twitter.com/cskTiCB7yi

— Press Trust of India (@PTI_News) September 19, 2025

Apple officially rolled out the iPhone 17 and iPhone 17 Pro Max across India today, alongside other devices, including AirPods 3, Watch Series 11, Watch SE3, and Watch Ultra 3, which were unveiled globally on September 9.

The high demand once again underscored India’s growing status as a key market for Apple, even as the frenzy turned chaotic at one of its busiest stores.