Apple’s flagship store in Mumbai, expected to draw massive crowds on Friday for the launch of the iPhone 17 series, turned into a scene of commotion. Customers had queued outside the BKC Apple store since last night to grab the newly launched devices, but were shocked when the situation escalated into a physical fight.
A viral video circulating on social media shows punches being exchanged and abusive words hurled as tempers flared among those in line. The scuffle reportedly broke out between 7 am and 8 am on Friday, forcing security staff to intervene and restore order.
Though the exact cause remains unclear, a customer alleged the fight started after “someone from behind tried to break the queue”, sparking heated arguments.
The video also shows two individuals locked in a physical clash, slapping and punching each other, while others in line tried unsuccessfully to separate them until security stepped in.
Apple launches iPhone 17 and other devices across India
The latest Apple release on Friday includes the iPhone 17, iPhone 17 Pro Max, AirPods 3, Watch Series 11, Watch SE3, and Watch Ultra 3. All the new devices were unveiled on September 9, 2025, during Apple’s ‘Awe Dropping’ event.
While many waited eagerly to enter Apple’s flagship BKC store, some people at the outlet already had the new products. Customers who managed to buy the devices expressed disappointment with inadequate security outside the store.
Meanwhile, a similar rush was reported outside the Apple outlet at Select Citywalk Mall in Saket, New Delhi. According to ANI, buyers waited overnight to get their hands on the latest iPhone models.
Amid the craze for the flagship iPhone range, several people were seen waiting outside Apple stores for the gates to open to be among the first to purchase the new series.
Though the iPhone 17 series is in the spotlight for its features, the crowd management and customer security have reportedly fallen short of expectations.
(With inputs from ANI)
