Overview
- Apple began retail sales of the iPhone 18 Pro and iPhone 18 Pro Max in India and shoppers formed long queues outside stores, including the Apple BKC outlet in Mumbai.
- The actor Sonu Sood posted a photo of the Mumbai queue on X with the line “New phone, new EMI… same old bills! The real upgrade is a better society,” which drew wide attention online.
- Social media responses, many referencing EMIs and showy spending, amplified debate about affordability and whether people should prioritise material upgrades over community needs.
- Reporters said the Mumbai store drew buyers from other parts of Maharashtra and neighbouring Gujarat, and published India prices that start at Rs 1,64,900 for the 256GB iPhone 18 Pro and reach Rs 3,14,900 for the 2TB model.
- Sood’s post built on his public image as a philanthropist and may steer more public focus toward how high-ticket launches shape consumer behaviour and conversations about social priorities.