For over a decade, Noushu Ali has lived and breathed Apple. A loyal devotee through every iPhone iteration, he like many is head over heals for its sleek design, the intuitive interface and the promise of cutting-edge innovation. So when news broke on Friday that the iPhone 17 series had officially landed in India, there was no holding him back. By dawn, he zipped to Select City Walk Mall in South Delhi’s Saket, eager to get his hands on the most-talked-about gadget of the season.
And he wasn’t alone. Across the country, Apple enthusiasts gathered in anticipation outside flagship stores, lining up as early as 8 am. For many, it wasn’t just a phone, it was a chance to be part of a shared obsession, a ritual that marks the arrival of the latest tech marvel. The iPhone 17, with all its rumoured upgrades and fanfare, had finally arrived, and fans were ready to welcome it with unbridled excitement.
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Stores in Delhi, Mumbai, Bengaluru and Pune were overcrowded. Many had been camping outside Apple stores since the previous night and Ali was also one among them.
The situation at the Jio World Drive store in Mumbai’s BKC became particularly charged up. Several videos on internet showed pushing and shoving among shoppers, with some people seen pushing and punching each other. Security guards had to intervene immediately. Witnesses said the fight started when some people tried to break the line.
The situation in Delhi was relatively calm. Apple lovers had gathered at Select City Walk mall in orderly queues. Many were in queue since 1 o’clock in night. Some of them were also brought mats and stools to make the night stay better.
Some customers also took leave from work just for launch day. Others travelled to Delhi specifically from Punjab and other neighbouring states.
The scene at the stores in Bengaluru and Pune was similar. All four Apple Stores were crowded. Retailers like Croma, Imagine, and Redington also opened their stores early in the morning. Online and ecommerce platforms were also not far behind. Blinkit and Instamart promised iPhone delivery in just 10 minutes.
Recent models include the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The most notable among these is the iPhone 17 Air. It is the slimmest iPhone ever. It features a 48megapixel camera and the new A19 Pro chip.
The iPhone 17 Pro and Pro Max have 48MP cameras which have improved optical zoom. All these models also have an 18MP front camera. Battery life is also reported to be longer than the previous model.
All these phones run on iOS 26. Their prices start at Rs 82,900. The iPhone 17 Air will be available for Rs 119,900, iPhone 17 Pro for Rs 134,900 and the iPhone 17 Pro Max for Rs 149,900.
But, it seems, high prices don’t affected buyers’ enthusiasm. The launch day crowds demonstrated Apple’s continued strength in India. India is currently the world’s 5thlargest iPhone market. Experts believe India can take the third place by next year.
The overnight queues and photos circulating on social media reveal the extent of the iPhone 17 craze in India.
