The Apple BKC store in Mumbai turned into a tech carnival on Monday as the US tech giant’s latest flagship devices hit the shelves. Among the crowd of Apple enthusiasts, one man once again stood out: 26-year-old Ankush Goyal, a marketing professional from Delhi, who became the first customer to purchase the iPhone 17 Pro Max.
Ankush had camped outside the store from Thursday night, armed with snacks, a power bank, and sheer determination. His persistence paid off when he finally walked out smiling, proudly holding the iPhone 17 Pro Max 256 GB, becoming the first buyer of Apple’s latest flagship in India.
Speaking exclusively to Mid-Day, Ankush said his passion for the brand motivates him to queue overnight. “The craze for iPhones in the US in the late 2000s inspired me. The joy of being the first to hold a new iPhone is something that makes me feel over the moon,” he shared.
This is not the first time Ankush has achieved the feat. Apple BKC staff welcomed him warmly, recognising him as the first customer of the iPhone series for the third time in a year. Earlier, Ankush had been the first to buy both the 16th and 15th generation iPhones.
For him, the purchase isn’t just about owning the phone; it’s about experiencing Apple’s innovation firsthand. “With every generation, Apple brings something new that makes upgrading worthwhile,” Ankush said.
Highlighting the iPhone 17 Pro Max’s new vapour cooling chamber, upgraded camera system, and AI features, he stressed these additions made it impossible to skip this year’s launch.
While critics argue the iPhone 17 Pro offers no giant leap over the iPhone 16, Ankush, who previously used the iPhone 16 Pro, feels the improvements matter. “The front camera has received a big upgrade, especially in portrait and landscape modes. Plus, the anti-heating feature is a real game-changer after the heating issues in the last generation,” he added.
For Ankush, being the first buyer is more than owning a device; it is about celebrating loyalty to a brand that, in his words, “keeps the love for upgrading alive.”
With Apple fans flocking to the iPhone 17 series in India, the AirPods Pro 3, iWatch Ultra 3, and iWatch Series 11 are also in demand. However, while the flagship smartphone remains the biggest draw, the response to other devices has not been as strong as Apple had expected from the Indian market.