Video: Fight At Mumbai Apple Store As iPhone 17 Goes On Sale

Mumbai:

Chaos erupted at the Apple store in Mumbai's Banda Kurla Complex on Friday morning as eager customers scrambled to purchase the newly released iPhone 17 models.

Footage released by PTI revealed a tightly packed crowd of men outside the glass-fronted Apple store, pushing and striking each other in the frenzy.

The video captured security personnel extracting a man in a red shirt from the melee, who attempted to strike a guard before being restrained by another security officer.

As the situation unfolded, another customer wearing a white shirt stepped in to check on the guard's wellbeing while the aggressor was held back. Throughout the incident, the confrontation continued in the background, with a third security guard visibly overwhelmed despite wielding a lathi.

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

Subsequently, an armed guard in combat fatigues pulled another troublemaker wearing a black-and-white shirt from the crowd and pushed him away.

Apple launched sales of its new iPhone 17 series across India, drawing massive crowds and extensive queues at flagship locations in Mumbai and Delhi.

According to some shoppers who spoke to ANI, the altercation in Mumbai occurred due to insufficient security measures. Mohan Yadav, who traveled from Ahmedabad to purchase the device, stated he had been waiting since 5 AM and witnessed many individuals attempting to cut in line, creating disorder at the entrance.

"I have been waiting since the morning. Have been standing in a queue... but the security here has no responsibility. People are breaking lines. Those standing behind don't get the chance to buy the product due to a lack of responsibility among the security officials," he lamented.

Similar enthusiasm was observed outside the Apple outlet at Select Citywalk Mall in Saket, New Delhi, where customers waited through the night to acquire the new iPhones. People formed queues on the street, awaiting the mall's opening to be among the first to purchase the latest iPhone.

Bengaluru's Apple store also experienced a comparable rush, though less disorderly.

Apple has unveiled the iPhone 17 Pro and Pro Max - their premium models - alongside the standard iPhone 17 and the all-new iPhone Air. Prices range from Rs 82,900 to Rs 2.3 lakh.

With input from agencies

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