Massive crowds and lack of security lead to violent clashes as iPhone 17 series goes on sale across India
What Happened?
A major scuffle broke out at the Apple Store in Mumbai’s Bandra Kurla Complex on Friday morning, as hundreds of eager customers gathered to buy the newly launched iPhone 17 series.
A viral video, shared by PTI, captured the chaos: people pushing, shoving, and even hitting each other outside the store in a desperate rush to be among the first buyers.
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
What the Video Shows
- A man in a red shirt is seen being dragged out by security after engaging in a brawl.
- Another man, wearing a black-and-white shirt, is also removed by a guard in combat fatigues.
- Amidst the scuffle, one concerned customer checks on a security guard’s well-being.
- Three guards, including one holding a lathi (baton), struggle to control the crowd.
The atmosphere was more riot than retail, with onlookers shocked by the lack of crowd management.
Why the Rush?
The brawl occurred on the first day of the iPhone 17 sale in India, with Apple launching:
- iPhone 17
- iPhone 17 Pro
- iPhone 17 Pro Max
- All-new iPhone Air
Prices range from ₹82,900 to a whopping ₹2.3 lakh, with limited stock adding to the frenzy.
Customer Reactions
Some buyers, especially those who had queued up since early morning, blamed the incident on poor crowd control.
Mohan Yadav, who traveled from Ahmedabad, told ANI:
“I’ve been waiting since 5 AM. The security is not doing its job. People are breaking lines, and those who followed the rules were pushed back. This is chaos.”
Not Just Mumbai – Delhi and Bengaluru See Massive Crowds Too
- In Delhi’s Select CityWalk Mall, dozens waited overnight outside the Apple outlet.
- Long queues were spotted even before the mall opened, as customers rushed to grab the latest devices.
- In Bengaluru, the crowd was also large, though reports suggest the situation remained under control.
The iPhone 17 launch in India once again highlighted the unmatched hype Apple generates—but also revealed how poor planning and crowd control can turn excitement into chaos. As Apple expands its flagship presence in India, ensuring smoother crowd management during future launches will be key to maintaining brand image and customer safety.
