Crowds Pack Apple’s Grand Central Store for iPhone 17 Launch

(NEW YORK) — A line wrapped around Apple’s Grand Central Terminal store on Sept. 19 as the iPhone 17 went on sale, with some customers waiting up to two hours for the chance to buy the new device.

 Although the Grand Central store is smaller than most locations, that did not deter consumers from showing up there to get the latest iPhone.

By 8:30 a.m., the launch-day crowd had already split into different experiences. According to an employee, appointment holders who registered online waited 15 to 30 minutes, accessory shoppers faced 10 to 20 minutes, and walk-ins braced for an hours-long ordeal — with the line stretching into a two-hour wait.

Justin Felix, waiting in the walk-in line, said he expects long delays with every iPhone release. “I get every new iPhone and I brace for the wait,” he said. “I’d wait all day if I had to.”

The new iPhone 17, with significantly improved cameras, bold colors, and an A19 chip , is the fastest in the series. While the iPhone 16 started at $699, the iPhone 17 comes in at $799, still cheaper than phones such as the iPhone 17 Pro max, which starts at $1,129.

 According to Abrar Al-Heeti, a senior tech technology reporter for CNET, “[A]dvancements in the iPhone 17’s display, cameras and battery have helped this entry-level device feel like it’s narrowing the chasm separating it from its pricey Pro counterparts. These subtle upgrades add up to notable improvements that make the baseline model well worth your attention.” 

 While long lines could have sparked tension, both employees and customers had anticipated launch day for weeks. A growth marketing specialist on Apple’s product development team explained that iPhone releases often coincide with iOS updates, requiring extra hours to ensure a seamless rollout.

 That preparation carried into the store, where spirits were mostly high and individuals were able to walk out of the store with their new devices.