Frenzy At BKC Store Turns Violent
The much-anticipated launch of Apple’s iPhone 17 series turned ugly in Mumbai on Friday morning after a scuffle broke out at the Bandra Kurla Complex Apple Store. Dozens of customers, many of whom had queued up since dawn, clashed violently as they rushed to be among the first to purchase Apple’s latest flagship smartphones.
Videos shared by news agencies showed chaotic scenes of men jostling, slapping, and pushing each other near the glass-fronted entrance. In one clip, a man in a red shirt was dragged out by security guards, only to retaliate by attempting to strike them. Another customer in a white shirt stepped in to check on the guard’s condition, even as the brawl continued in the background.
A second individual wearing a black-and-white shirt was also restrained by security forces, including one armed guard in combat fatigues wielding a lathi. Despite attempts at control, the situation spiraled for several minutes before order was restored.
Buyers Blame Poor Security Management
Frustrated buyers accused store officials of failing to manage the massive turnout. Mohan Yadav, who had traveled overnight from Ahmedabad, expressed disappointment after waiting since 5 am. “I have been standing in line since the morning, but security is completely irresponsible. People kept breaking queues, and those behind were left without a chance to buy. There was no discipline at all,” he told ANI.
Customers also complained that staff and guards did little to prevent line-cutting, leading to a breakdown in order. Many claimed they had traveled from different states with the hope of being among the first to own Apple’s new iPhones, only to face chaos at the entrance.
क्या बात है, क्या चीज है पइसा…!!!
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– iPhone 17 खरीदने के लिए bkc JIO स्टोर में उमड़ी ग्राहकों की भीड़। मारपीट होने लगी…
——-#iphone17series pic.twitter.com/CgAhVvrhb7— Vaibhava Pandey (@VaibhavaPandey) September 19, 2025
Scenes Repeated In Delhi And Bengaluru
Similar scenes played out in other cities, though with varying intensity. In Delhi, hundreds of buyers camped overnight outside Select Citywalk Mall in Saket, braving long hours on the roadside before the store opened its doors. The crowd surged inside as the shutters lifted, though police and mall security prevented major clashes.
In Bengaluru, the Apple store at Whitefield also saw large crowds lining up, though reports described the atmosphere as relatively calmer compared to Mumbai. Staff and mall officials reportedly took additional measures to control entry and maintain queues, ensuring a smoother sale process.
Apple Unveils Four New iPhone Models
The iPhone 17 lineup, unveiled earlier this week, includes four models – the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. While the regular iPhone 17 and the Air target mainstream buyers, the Pro models pack advanced camera systems, AI-powered features, and Apple’s latest A19 Bionic chip.
Prices for the new lineup begin at ₹82,900 for the base iPhone 17 and stretch up to ₹2.3 lakh for the high-end iPhone 17 Pro Max with maximum storage. Apple has also introduced new titanium finishes and enhanced battery life, making the Pro versions the most coveted among enthusiasts.
India Emerges As Key Apple Market
India has rapidly grown into one of Apple’s fastest-expanding markets, with the tech giant doubling down on retail expansion. The first Apple-owned stores opened in Mumbai and Delhi in 2023, marking a major push to tap into the premium smartphone market.
The massive response to the iPhone 17 launch underlines this demand, but the chaotic scenes also highlight the challenges of crowd management at high-profile sales events. Industry experts suggest that Apple and mall authorities may need to implement pre-booking and token systems in the future to avoid similar incidents.
Outlook For The Festive Season
With the festive season approaching, Apple expects strong sales momentum for the iPhone 17 series across India. Analysts predict record demand for the Pro variants, driven by tech-savvy urban buyers and aspirational first-time Apple customers.
However, the unruly crowd scenes in Mumbai could prompt Apple to revisit its sales strategy in India, balancing exclusivity with smoother customer experiences. Whether the iPhone 17 mania will continue peacefully across the country remains to be seen.
