Initial pre-bookings for Apple’s new iPhone 17 series have raced ahead of last year’s iPhone 16 launch, setting the stage for one of Apple’s strongest Diwali quarters yet. Analysts estimate shipments could cross 5 million units in the July–September quarter, with the iPhone 17 series contributing 15–20% of sales despite older models continuing to drive the bulk of volumes. Apple had shipped about 4 million iPhones in the same quarter last year, with the then-new iPhone 16 series making up just 10% of sales.
With the festive season weeks away and demand running ahead of supply, retailers expect Apple to clock record sales in India, growing nearly 28% year-on-year.
Frenzy on the ground, shortages in stockrooms
The brisk pre-orders translated into visible frenzy on the ground as the first units went on sale Friday. Across Apple’s stores in Delhi, Mumbai, Bengaluru, and Pune, long queues snaked outside, with eager fans camping overnight, some for nearly 21 hours, to secure the latest devices. The iPhone 17 series, priced between Rs 82,900 and Rs 2,29,900 in India, saw stocks deplete within minutes at several outlets, particularly the Pro models.
At Delhi’s Saket Citywalk Mall, a customer beamed as he showed off his newly purchased cosmic orange iPhone. “I was in the queue since morning, and I am excited to buy the iPhone of this colour,” he said. In Mumbai, the atmosphere outside Apple BKC turned briefly chaotic before dawn, with a scuffle breaking out among waiting customers before calm was restored ahead of the 8 am opening. Many emerged clutching multiple devices. “Every year, I stand in line from 3 am to buy the newest model. I had been waiting for it for the past six months,” said a Mumbai buyer, who picked up three units for his family.
But for others, the excitement turned to disappointment. “I thought I would look at the model in person before buying it. I was one of the first to queue up and enter, but in 10 minutes, they were sold out,” recalled another consumer, who has attended every iPhone launch since Apple opened its Mumbai flagship in 2023.
In Bengaluru, Apple’s newest outlet at Mall of Asia, reported heavy footfalls, underscoring the company’s expanding retail footprint. One customer, walking out with a new iPhone 17, remarked that it was “nice to have a store in Bengaluru” rather than travel to Mumbai or Delhi.
Retailers pointed to supply shortages, especially for the premium Pro line. “A little less than 10% of whatever customers pre-booked is the allocation retailers have gotten. The inventory crunch is most severe for the Pro variants which saw highest interest in the initial days from hardcore Apple fans,” said an executive at a large retail outlet.
Aspiration and local manufacturing drive momentum
Analysts said the launch frenzy reflects Apple’s accelerating momentum in India. Tarun Pathak, research director at Counterpoint, highlighted the aspirational pull of the brand and noted that EMI schemes were expanding access for younger buyers. His colleague Neil Shah added, “The reaction is pretty good, especially as we see the premiumisation trend going on. Eventually owning an iPhone is a north star aspiration for most consumers”.
Apple’s local manufacturing push is adding to the momentum. Foxconn has already begun producing the iPhone 17 at its Bengaluru facility. Electronics and IT minister Ashwini Vaishnaw recently said “practically all the models of Apple iPhone are now manufactured in India,” with shipments feeding both domestic and global demand.
