Apple has introduced its iPhone 17 series at its 'Awe-Dropping' event on September 9, 2025. The lineup includes four devices - iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max.
India Connection
This year’s launch carries a special Indian connection. The Tata Group played a major role by expanding iPhone assembly at its Hosur facility in Tamil Nadu, which was highlighted in its internal and public messaging under the “Assembled in India” theme. Global supplier Foxconn also spotlighted its new $2.8 billion plant near Bengaluru, emphasizing India’s rising importance in Apple’s supply chain.
Ahead of the launch, Reliance Jio partnered with Apple to introduce encrypted RCS messaging for iPhones in India, enhancing the messaging experience for users on its network.
Retailers were quick to join in. Reliance Digital and Croma rolled out campaigns and in-store experiences to showcase the iPhone 17. Flipkart confirmed that pre-bookings open on September 12, while official sales begin on September 19, 2025.
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Brand reactions across categories
The launch also triggered marketing responses across categories. Electronics rival Samsung wasted no time trolling Apple on social media with its #iCant campaign, mocking Apple for still not having foldable phones. The cheeky posts quickly went viral, fueling playful banter online.
For 2025, Blinkit and Zepto have announced that the new iPhone 17 series will be available on their platforms with delivery in just 10 minutes. Blinkit has confirmed availability starting September 19, 2025, while Zepto has only stated that it is ‘coming soon’.
When Apple had launched the iPhone 16 series in September 2024, Indian brands and retailers quickly joined the celebrations with unique campaigns. From pre-booking offers to 10-minute deliveries, the launch turned into a countrywide buzz.
One of Apple’s key retail partners, Imagine (by Ample), had introduced a special campaign called “More with Imagine.” Customers could pre-book the iPhone 16 or iPhone 16 Pro by paying just Rs 5,000 between September 13 and 19.
To make the deal sweeter, Imagine offered vouchers and rewards from popular brands such as Asics, Bose, Myntra, and Swiggy. Buyers were also entered into a lucky draw where one winner could get a full refund on their purchase.
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Quick-commerce platforms also made headlines during the launch. Companies like Blinkit, Zepto, Flipkart Minutes, and BigBasket (in partnership with Tata Croma) promised to deliver the iPhone 17 to customers in as little as 10 minutes. This service was available in major cities such as Delhi-NCR, Mumbai, Bengaluru, and Pune.
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The iPhone 17 series launch highlights not just Apple’s product innovation but also India’s growing significance in its global plans. From local manufacturing and telecom partnerships to retailer campaigns and quick-commerce integration, the rollout has become a showcase of how technology, competition, and consumer excitement intersect.
