 "Is India witnessing a shortage of Apple iPhone 17s?")
Ever since Apple unveiled the iPhone 17 series, the frenzy around the new lineup has been hard to miss. But just as Diwali, India’s biggest festive season for shopping, approaches, many retailers are already struggling to keep up with demand.
Several stores report that stocks are depleting rapidly, particularly for the much sought-after Pro and Pro Max models, leaving eager buyers waiting longer than expected.
According to a Times of India report citing Counterpoint Research, pre-bookings for the iPhone 17 have jumped 19 per cent higher compared to last year’s iPhone 16 lineup, a clear sign that Apple’s latest release has struck a chord with consumers.
So, is Apple really running out of iPhone 17s at Indian stores? Here’s a closer look
Retailers blame Apple’s import strategy
India’s top electronics retailers, including Croma, Vijay Sales, and several local dealers in Delhi’s electronics markets, are running out of iPhone 17 series stock amid soaring demand for the new series.
According to an Economic Times report, the shortage stems from Apple’s continued reliance on imports for its Pro models, even as it locally assembles other variants.
“We have no iPhone 17 inventory right now and no visibility on when new stock will arrive. It’s stuck from the company’s distribution side,” said a retail chain manager, who added that stores are turning away 10–12 customers daily.
Retailers call it a “missed opportunity” ahead of Diwali, when gadget sales usually peak. Meanwhile, Amazon and Flipkart continue to sell the iPhone 17 Pro and Pro Max, starting at Rs 1,54,900, though even their stocks are limited.
Industry experts say Apple has restricted supply to third-party retailers this year, focusing more on its own stores and select online partners.
“The iPhone 17 supply crunch stems from a mismatch between soaring demand and limited availability of premium variants,” Prabhu Ram, Vice President at CyberMedia Research, told the outlet.
He added that Apple must distribute available units more evenly based on past sales and each channel’s capacity to sell higher-end models.
Part of the delay, experts note, is also due to import dependence, while standard iPhones are now made in India, the initial Pro models still come from abroad and not India.
Apple began official shipments after pre-orders opened on 12 September, but by the time deliveries started a week later, most retailers were already out of stock.
Also read: Despite Trump pressure, Apple to make all iPhone 17 models in India and ship to US
What’s driving India’s iPhone 17 mania?
The cosmic orange colour
The cosmic orange variant of the iPhone 17 has clearly captured buyers’ attention, with several retailers reporting that it sold out quickly.
“We sold out of the orange Pro models by noon,” one customer who managed to get hers early told The Times of India. “It’s definitely the most popular choice today.”
Apple fans were seen lining up outside Apple’s flagship stores in Delhi and Mumbai, some camping overnight to get their hands on the new devices. “I’ve been waiting since 4 AM for the cosmic orange Pro Max,” said a customer outside the Apple Saket store, proudly holding his new phone. “This colour is absolutely stunning—nothing like what we’ve seen before.”
The iPhone 17 Pro is available in silver, deep blue, and cosmic orange, with the Pro Max offered in the same colours. In India, the base iPhone 17 starts at Rs 82,900, while the 512GB version is priced at Rs 1,02,900
The rise of iPhone 17 Air
While the spotlight remains on the high-end Pro series, the iPhone 17 Air has quietly found its audience.
According to The Times of India, the Air variant is performing better than its predecessor, the Plus, and is driving in-store traffic as curious buyers come to test the device before deciding.
“It’s gaining more traction than last year’s Plus model,” Navkendar Singh, Associate Vice President at IDC India told TOI. He added that the overall iPhone 17 lineup is “outperforming the 16 series” and is likely to see stronger momentum through the festive quarter.
Available in black, white, beige, and light blue, the Air model starts at Rs 1,19,900 for the 256GB version.
A smart pricing strategy
A big part of Apple’s success this year lies in its pricing strategy. By offering upgraded features and larger base storage, now 256GB, while combining them with cashback and EMI options, Apple has made premium ownership feel more accessible.
“The upgrade to 256GB, combined with cashback and up to 24 months of EMI, makes it a better value proposition compared to last year’s base version,” said Tarun Pathak of Counterpoint Research, as quoted by The Times of India.
This approach appears to be paying off. Industry experts expect the iPhone 17 series to give Apple one of its best festive quarters yet.
Prabhu Ram projects that Apple could ship more than 4.5 million iPhones this quarter. With the premium smartphone segment expected to grow by 18 per cent year-on-year, the timing couldn’t be better for Apple — or for those lucky enough to get their hands on that cosmic orange Pro Max.
With input from agencies
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