Crowds descend on Sydney for iPhone 17 launch as police monitor crowd control
Thousands gather outside Sydney's George Street Apple Store for the iPhone 17 release, with mixed online reaction and police overseeing the scene.
Sydney's central business district was awash with iPhone anticipation on Friday as thousands queued to collect the iPhone 17, bringing long lines to the George Street flagship store and prompting a police presence to manage the crowds. People had begun lining up as early as 5 a.m., and by the time doors opened around 8 a.m. officers were directing a serpentine queue that stretched along the street. No incidents were reported as shoppers waited to see the latest model and inspect its new features.
Apple rolled out its latest generation lineup, highlighting the iPhone 17 alongside refreshed Pro and Pro Max variants that bring new hardware and a redesigned look. The iPhone 17 Pro Max carries a price tag around US$1,999 and offers two terabytes of storage. The ultra-slim iPhone 17 Air is introduced as Apple’s thinnest device yet at 5.6 millimeters, featuring a lightweight titanium frame, a 6.5-inch ProMotion display and Apple’s latest A19 Pro chip. A new line of Apple watches was also released as part of the broader product refresh. The reception to the slimmer design among online commentators was mixed, with some praising the aesthetic and features while others criticized the look. Economics Professor Richard Holden, who collected his phone on release day, described the iPhone 17 Air as a strong performer.
The scene at the flagship store was described by onlookers as a lively, yet orderly affair, with some shoppers posting about the experience as memorable and others remarking on the spectacle of the release. Social media reaction ranged from enthusiasm about new hardware and software updates to concerns about consumerism driving the complex dynamics of a highly anticipated launch. Despite the chatter online, people waited patiently as staff opened the store and greeted customers eager to be among the first to see the new devices.
Officials from New South Wales Police said there were no reported issues as the release unfolded, with the crowd remaining peaceful and orderly as shoppers entered the building to pick up or inspect their pre-ordered devices. The event underscored ongoing demand for flagship smartphones in Australia and highlighted how product launches continue to be major social and consumer moments in the technology calendar.