Mumbai: Excitement over the launch of Apple’s highly anticipated iPhone 17 series took a chaotic turn on Friday morning as a scuffle broke out among eager customers outside the Apple Store at BKC Jio World Centre in Mumbai. The incident briefly disrupted the pre-booking process and forced security personnel to step in to control the situation.
Long Queues Turn Tense
Hundreds of Apple enthusiasts had started lining up outside the store well before the gates opened, many hoping to be among the first to place pre-orders for the iPhone 17 models. However, as the crowd swelled, tensions flared, leading to a heated argument that quickly escalated into a physical altercation between a few individuals near the front of the queue.
Witnesses reported shouting and pushing as some people accused others of jumping the line. “It started with verbal abuse, and suddenly people were grabbing each other. Security had to separate them,” said one onlooker who had been in line since early morning.
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
Security Called In
Store security and local police deployed in the area intervened swiftly to break up the altercation and restore order. No serious injuries were reported, and the pre-booking process resumed shortly after the situation was brought under control.
A spokesperson for the Apple Store declined to comment on the incident but confirmed that store operations remained unaffected, and staff continued assisting customers with their pre-bookings.
A Frenzied Launch
The iPhone 17 series, which includes the iPhone 17, 17 Pro, and 17 Ultra, has generated massive buzz among tech enthusiasts, thanks to new design features, upgraded processors, and camera improvements. Mumbai, being one of Apple’s key retail hubs in India, witnessed one of the largest turnouts for a product launch in recent times.
Despite the brief unrest, excitement among buyers remained high, with many continuing to wait in line hours after the initial crowding began.
