As Mumbai’s Apple BKC store turned into a buzzing hotspot during the early hours of Friday, tech enthusiasts gathered in large numbers to get their hands on the latest iPhone 17 series.
With customers arriving from across India to buy the iPhone 17 on launch day, some Apple loyalists said they purchased it for the technical upgrades rather than following hype or social media trends.
Mumbaikar Dharmesh, speaking to Mid-Day, said his love for iPhones is rooted in technology and features rather than popular buzz.
Dharmesh Omle, a 27-year-old working professional, explained his passion for the brand. “For me, it is not about hype or trending social media posts that push me to buy the latest iPhones. It is about the technology and the ecosystem Apple offers. I also use AirPods and a MacBook, which makes my work and leisure easier within the ecosystem. The advanced features Apple has introduced over the years have made me a loyalist,” he said.
Dharmesh was among the few who managed to get the iPhone 17 Pro within minutes of queuing. Asked about the crowd since the early hours and how he got his device so quickly, he explained, “I pre-booked the iPhone on September 12 when bookings opened. I reached Apple BKC early and was informed my turn would come around 9 pm.”
When he returned for his slot, Dharmesh waited just 15 minutes in the queue before entering the store and collecting the iPhone 17 Pro.
Beyond the queue
While hundreds of others were still waiting for their turn at Apple’s flagship store, a man outside was allegedly spotted reselling the new iPhones at a marked-up price.
Amid the frenzy for the 17th-generation smartphone, the incident highlighted not only the passion of Apple fans but also the lengths to which some go to profit from the craze.
Apple’s September 19 launch included the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, AirPods Pro 3, Watch Series 11, Watch SE 3, and Watch Ultra 3. All were announced on September 9, 2025, at Apple’s ‘Awe Dropping’ event.
