iPhone 17 Series Sale Sparks Chaos in Mumbai: Security Deployed as Fans Rush BKC Store

Mumbai, September 19, 2025: Apple’s much-awaited iPhone 17 series officially went on sale today across India, and as expected, thousands of eager fans lined up outside Apple stores to be among the first to own the new devices. However, the excitement quickly turned chaotic at Apple’s flagship BKC Store in Mumbai, where a massive crowd led to pushing, shoving, and even scuffles, forcing security officials to intervene. Videos from the scene have since gone viral on social media, showing customers jostling to enter the store.

According to eyewitnesses, several buyers had been camping outside the store since late last night to secure their spot in line. The store opened its doors early in the morning, but the overwhelming number of people created a stampede-like situation. Store staff, assisted by private security personnel, worked to bring the situation under control, though some customers claimed that they were unable to purchase their desired model despite waiting for hours.

iPhone 17 Series: What’s New?

Apple had unveiled the iPhone 17 lineup earlier on September 9, 2025, at its annual ‘Over Dropping’ event in Cupertino, California. The series includes:

• iPhone 17

• iPhone 17 Air (world’s thinnest iPhone yet)

• iPhone 17 Pro

• iPhone 17 Pro Max

The highlight of the launch was the iPhone 17 Air, which Apple claims is its slimmest and most powerful iPhone ever. The device is engineered with advanced aerospace-grade materials, weighing significantly less than its predecessors while packing in cutting-edge technology.

The iPhone 17 Air is priced starting at ₹1.20 lakh, making it one of the most expensive base models Apple has released in India. The Pro models, targeted at professionals and tech enthusiasts, come with enhanced camera systems, faster processors, and improved AI-driven features that set them apart from competitors.

Online and Offline Availability

Customers who could not manage to buy the phones in person today can still order the devices online. The iPhone 17 series is available not only on Apple’s official website and Apple Store app but also through major e-commerce platforms like Flipkart and Amazon. Authorized Apple resellers across India have also started taking bookings.

Despite the option of online shopping, physical stores remained crowded as many Apple loyalists prefer to experience the “first purchase” excitement and the in-store unboxing. Experts believe this cultural trend is one of the main reasons behind the uncontrollable rush witnessed in Mumbai and other major cities like Delhi and Bengaluru.

Other Product Launches at the Event

Alongside the iPhone 17 series, Apple also introduced several new devices and upgrades to its product ecosystem at the September 9 event.

• AirPods 3 Pro: These next-gen wireless earbuds come with real-time translation capabilities, marking a significant breakthrough in wearable technology. They are also the first wireless earbuds capable of detecting heart rate directly from the ear canal. With best-in-class active noise cancellation, these AirPods are priced at ₹25,900.

• Apple Watch Lineup: The event also saw the launch of three new smartwatches:

  • Watch SE 3 (₹25,900): Features an always-on display at a more affordable price.

  • Watch Series 11 (₹46,900): Offers a 24-hour battery life with optimized energy efficiency.

  • Watch Ultra 3 (₹89,900): Designed for adventurers and athletes, it supports satellite connectivity for off-grid communication, a feature never before seen in a consumer smartwatch.

India: A Key Market for Apple

India has emerged as a critical growth market for Apple in recent years, with the company opening its first two exclusive retail outlets in Mumbai and Delhi last year. According to analysts, Apple’s strategy in India has shifted significantly, focusing not only on expanding its user base but also on premiumizing the smartphone experience in a country that is now the world’s second-largest smartphone market.

The iPhone 17 series launch is being seen as Apple’s most aggressive push yet, with lucrative offers like no-cost EMI options, exchange bonuses, and cashback schemes designed to attract high-value customers. Sources also confirm that Apple has increased its initial shipment volumes for India, anticipating record-breaking sales during the festive season.

Crowd Frenzy a Reminder of Apple’s Popularity

The scuffle at Mumbai’s BKC Apple Store underscores the extraordinary popularity Apple products enjoy in India. While some criticized the poor crowd management and lack of seating arrangements for customers waiting overnight, others defended Apple, saying such fan enthusiasm is a sign of strong consumer demand.

Apple representatives have assured that adequate stock is available and encouraged customers to make use of online platforms to avoid crowding at physical outlets. Meanwhile, social media continues to buzz with photos and videos of proud iPhone 17 buyers flaunting their new devices.