By Neeraj Kapoor 
New Delhi, September 19: Apple’s iPhone 17 series officially went on sale across major markets today, sparking long queues, retail offers, and even a few scuffles. From Beijing’s Sanlitun Apple Store to Mumbai’s Bandra Kurla Complex (BKC) and Delhi’s Saket outlet, the launch reaffirmed Apple’s ability to draw crowds despite growing competition in the global smartphone market.
Crowds In Beijing And India Highlight Demand
According to Reuters, nearly 300 people queued outside Beijing’s flagship Sanlitun store this morning, with the iPhone 17 Pro Max priced around 9,999 yuan (₹1.14 lakh) drawing the most attention. Analysts quoted in the report expect Apple’s shipments in China to rise by nearly 11% in the second half of 2025, suggesting a rebound after years of sliding sales due to competition from Huawei and other domestic brands.
In India, The Times of India reported massive overnight lines outside Apple’s official stores at Mumbai BKC and Delhi Saket. Shoppers, many of whom had camped out since yesterday, rushed to secure early deliveries of the device, which crosses the ₹1 lakh price mark for higher-end models. Retailers confirmed that demand was particularly strong for the Pro and Pro Max variants.
Retail Push With Exchange Bonuses And Loyalty Perks
Electronics retailer Croma, part of the Tata Group, has launched a promotional campaign tied to the iPhone 17 release. As per The Times of India, offers include exchange bonuses, NeuCoins via the Tata Neu app, and exclusive deals for TRiBE by Croma members. This is part of a broader push by Indian retailers to tie high-value gadget purchases into their digital ecosystems.
The strategy mirrors global retail patterns: Apple’s launches have increasingly become not just hardware events but also opportunities for allied retailers to drive customer lock-in through loyalty programs.
Chaos At Mumbai Store Highlights Frenzy
At the Mumbai BKC store, however, the excitement briefly turned chaotic. According to The Economic Times, a physical scuffle broke out among customers waiting in line, forcing store security to intervene. The clash reportedly stemmed from disputes over queue positions as hundreds jostled to enter. Videos circulating online show several young men grappling before being pulled apart.
Despite the disruption, sales resumed, with buyers walking out carrying the distinctive white Apple bags. Many confirmed they had spent over ₹1 lakh for the new device.
What The Launch Signals For Apple
The strong opening day suggests that Apple has managed to sustain its aspirational appeal in markets where its pricing strategy pushes the device firmly into the luxury segment.
- In China, Apple is battling a resurgent Huawei, whose Mate series has eaten into its premium share. A successful iPhone 17 cycle could help Apple stabilize shipments, though it faces the backdrop of U.S.–China tech tensions.
- In India, Apple has doubled down on expansion, opening two official retail stores in 2023 and aggressively marketing its devices in a country where smartphone sales are otherwise slowing. With domestic manufacturing ramping up under Apple’s suppliers, India has become both a key production hub and growth market.
The Bigger Picture
Today’s scenes of queues, marketing tie-ins, and even public altercations underscore how the iPhone remains one of the few consumer electronics products capable of generating cultural spectacle. While rivals such as Samsung, Xiaomi, and OnePlus have achieved scale, none match Apple in creating global launch-day fervor.
That said, the ₹1 lakh-plus price point may limit the iPhone 17’s penetration in India beyond the affluent urban segment. Analysts expect Apple to rely more on financing schemes, trade-in offers, and ecosystem lock-ins to widen its base.
For now, the iPhone 17 launch has reinforced Apple’s dual identity: a technology innovator and a cultural icon, capable of mobilizing both aspirational buyers and seasoned fans across continents.
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- Neeraj Kapoorhttps://hindustanherald.in/author/neeraj/
- Neeraj Kapoorhttps://hindustanherald.in/author/neeraj/
- Neeraj Kapoorhttps://hindustanherald.in/author/neeraj/
- Neeraj Kapoorhttps://hindustanherald.in/author/neeraj/
Ananya Sharma and Neeraj Kapoor