iPhone 17 madness: Scuffle breaks out at Apple BKC as pre-booking frenzy peaks, watch video

By Ayushi Jain | Updated on 19-Sep-2025

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Every year, Apple generates a buzz with its latest lineup of smartphones, with people lining up for hours to get their hands on the newest devices.

At BKC Apple Store in Mumbai, the excitement of the iPhone 17 series turned into chaos when a scuffle broke out among people waiting to get their hands on the phone.

The reason behind the fight is still not clear, but it shows just how high the demand for the new iPhone 17 series is in India.

iPhone 17 madness: Scuffle breaks out at Apple BKC as pre-booking frenzy peaks, watch video

Ayushi Jain

19-Sep-2025

Every year, Apple generates a buzz with its latest lineup of smartphones, with people lining up for hours to get their hands on the newest devices. The launch of Apple’s new iPhone 17 series has once again created a frenzy outside Apple Stores in Mumbai and Delhi. At the Bandra Kurla Complex (BKC) Apple Store in Mumbai, the excitement turned into chaos when a scuffle broke out among people waiting to get their hands on the phone.

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A video shared by PTI on X (formerly Twitter) shows people getting into a physical fight, exchanging slaps and punches. Security guards had to step in to calm the situation. The reason behind the fight is still not clear, but it shows just how high the demand for the new iPhone 17 series is in India.

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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

Also read: Apple iPhone 17 series goes on sale: Check price, variants, offers, colours, availability and more

Promotional offers likely fueling the craze

To attract more buyers, Apple’s partners and distributors are offering offers such as cashback, exchange discounts, and extended EMI plans. These offers have made the iPhone 17 series even more appealing to buyers, leading to long queues outside stores.