On September 18, 2026, social media was flooded with visuals of people standing in long queues outside Apple Stores in Delhi, Noida, Mumbai, Bengaluru and other Indian cities. Some had apparently been waiting since the previous night, all for one thing: to get their hands on the latest iPhone 18 Pro.
There is something particularly revealing about these visuals. It is not merely that people are willing to spend ₹1,64,900 or more on a smartphone. It is that some are willing to lose an entire night’s sleep and spend several hours standing in a queue to obtain a product that, in several major cities, can now be delivered to their doorstep within minutes.
Blinkit CEO Albinder Dhindsa announced on Friday that the company had partnered with Apple to offer the latest iPhones through quick commerce in cities including Mumbai, Bengaluru, Noida, Delhi, Ahmedabad and Hyderabad. In other words, for a consumer in one of these cities, the iPhone 18 Pro can potentially arrive at home while he is still sitting on his sofa.
Yet people are lining up outside Apple Stores.
That tells us that this is not really a story about convenience, technology or even the urgent need for a new smartphone. It is a story about status, identity, conspicuous consumption and the increasingly powerful psychological need to be seen owning the latest and most expensive gadget.
The iPhone is no longer merely a smartphone
There is nothing inherently extraordinary about wanting an iPhone. Apple’s devices are premium products with a strong ecosystem, capable cameras, powerful processors and long software support. Someone upgrading from an older smartphone can have legitimate reasons for buying the latest model.
But the psychology changes when somebody who already owns a recent flagship decides that he absolutely needs another ₹1.65 lakh smartphone barely a year later.
The iPhone, particularly the Pro models, has become a status object for a section of consumers. It communicates something about its owner before the owner says anything. It can signal wealth, professional success, technological sophistication or membership of a particular aspirational social class.
And unlike a washing machine or an expensive television, the smartphone is constantly visible. It travels with you to the office, restaurants, airports and social gatherings. It sits on the table during meetings and dinners. It appears in photographs. It is displayed on social media.
The phone is therefore not merely something you use.
It is something other people see you using.
That distinction goes a long way towards explaining the frenzy.
When a ₹1.65 lakh phone becomes a measure of social status
The iPhone 18 Pro starts at ₹1,64,900 in India, a ₹30,000 increase over the previous generation’s starting price. In the United States, the corresponding increase was $100.
That pricing disparity is striking, particularly when viewed against India’s broader income levels. India’s per-capita income is nowhere near the price of Apple’s latest Pro iPhone.
Of course, per-capita income should not be mechanically compared with the salary of an individual consumer. India has millions of affluent consumers for whom ₹1.65 lakh is a manageable discretionary purchase. A wealthy individual spending one lakh rupees on a phone is not remotely equivalent to a middle-income worker spending several months’ savings to buy the same device.
But that caveat should not obscure the broader phenomenon.
There are consumers who spend a disproportionately large share of their earnings on premium smartphones primarily because the device allows them to project an image of affluence. That is where consumption stops being about utility and becomes conspicuous consumption.
And there is something worth questioning about that.
A smartphone costing ₹1.65 lakh is not ten times more useful than a ₹25,000 or ₹35,000 smartphone. In many everyday tasks, it isn’t even twice as useful as a good mid-range device. The enormous premium is partly payment for Apple’s ecosystem and engineering, but also for the brand and the social meaning attached to it.
If someone can comfortably afford that premium, that is their choice.
But if somebody earning a modest salary is willing to sacrifice savings, financial security or other priorities merely to ensure that nobody mistakes him for someone who cannot afford the latest iPhone, the purchase deserves more scrutiny than admiration.
There is nothing impressive about appearing wealthy at the expense of actually becoming financially secure. The availability of iPhones on EMI also sought to brighten the illusion of appearing and becoming rich by the dint of owning an iPhone.
So why queue outside the Apple Store?
This is perhaps the most fascinating part.
If the objective is simply to obtain an iPhone 18 Pro, the queue is almost irrational.
Why stand outside a store for six, eight or ten hours when you can order the same phone online and have it delivered to your home?
Because the queue itself has become part of the experience.
Consider the difference between saying, “I ordered my iPhone online, and it arrived in ten minutes,” and saying, “I was outside the Apple Store on launch day and waited for hours to get the new iPhone.”
The second is a story.
It is something to photograph. Something to upload to Instagram. Something to tell friends and colleagues. Something that establishes that you were among the first people to own the latest device.
The consumer is therefore purchasing more than the phone.
He is purchasing the experience of being an early adopter.
The queue becomes free advertising for Apple
There is another psychological phenomenon at work.
A huge queue outside an Apple Store is effectively a giant advertisement for Apple.
A person scrolling through social media sees hundreds of people outside a store. Then he sees another video from another city. Then celebrities post pictures with the new device. Then influencers upload unboxing videos.
The message doesn’t need to be spoken.
Everybody wants it. Therefore it must be desirable.
This is social proof.
Human beings routinely use the behaviour of others as a signal of what is desirable, particularly when they are uncertain about something themselves. When hundreds of people appear willing to spend hours waiting for a product, the spectacle can reinforce the perception that the product is exceptionally desirable.
This can then create a feedback loop.
People see the queues, the queues create excitement, excitement creates FOMO, and FOMO generates more purchases.
That does not prove that Apple deliberately manufactured these queues or artificially created demand. Such a claim would require evidence. But Apple, like every sophisticated consumer brand, undoubtedly understands the enormous marketing value of turning a product launch into an event.
The FOMO economy
Apple does not necessarily need to convince every existing iPhone owner that the iPhone 18 Pro is dramatically better than the iPhone 17 Pro.
It needs to convince enough people that everybody else is upgrading.
That is where FOMO enters.
For somebody using a five-year-old smartphone, upgrading can be a genuine technological improvement. But for somebody replacing a perfectly functional recent flagship, the psychological motivation can be very different.
The fear isn’t necessarily that the old phone won’t work.
It is that the owner will no longer have the newest one.
That is an important distinction.
The consumer is not necessarily asking, “Does this phone solve a problem I have?”
He is asking, consciously or otherwise, “Does owning this phone make me look more successful?”
That is precisely the kind of psychological trigger on which luxury and premium consumer brands thrive.
The celebrity factor
The celebrity amplification surrounding the launch adds another layer.
Social media users noticed celebrities including Riteish Deshmukh, Shilpa Shetty, Genelia D’Souza and Neha Dhupia showcasing the new iPhone around the launch. Triptii Dimri was at the Apple headquarters for the launch of the new iPhone. Vicky Kaushal was clicked at the Apple BKC store on Friday morning.
The timing naturally prompted speculation about coordinated promotional activity. But timing alone cannot establish that a particular post was paid advertising; that would require evidence of a commercial relationship or appropriate disclosure.
Nevertheless, celebrity marketing works because it doesn’t merely sell specifications.
It sells aspiration.
The celebrity isn’t necessarily telling the audience that the camera has improved or that the processor is faster. The celebrity is showing the audience what a certain lifestyle looks like, and placing the iPhone inside that lifestyle.
The implicit message becomes:
People who live this kind of life use this phone.
And some consumers respond by wanting the same symbol.
There is something slightly absurd about the launch-day ritual
Standing in a queue for hours to buy something that could have been delivered to your home in minutes is, from a purely practical perspective, difficult to justify.
But consumer behaviour is rarely purely practical.
People go to luxury stores even when the same products can be ordered online. They travel hundreds of kilometres to attend concerts when the music is available on streaming platforms. They queue for hours at restaurants when other restaurants serve perfectly good food without a waiting list.
The experience matters.
The problem arises when the experience becomes a justification for excessive spending.
There is a difference between a wealthy consumer treating himself to an expensive gadget and someone making a financially disproportionate purchase simply because he wants to project an image of success.
The latter is particularly ironic.
If you have to compromise your financial stability to look rich, the expensive smartphone isn’t proof that you have made it. It may be proof that you desperately want other people to think you have.
The queue also creates a psychological commitment
There is another curious element to this behaviour.
Imagine spending eight hours outside an Apple Store.
After sacrificing an entire night, standing in the heat or cold, travelling to the store and finally getting the phone, it becomes psychologically uncomfortable to conclude that the entire exercise was unnecessary.
This is where effort justification comes into play.
The greater the effort invested in acquiring something, the stronger the psychological tendency can be to convince oneself that the object was worth that effort.
The queue therefore becomes self-reinforcing.
After spending half a day waiting, the buyer has an emotional incentive to believe that he has acquired something genuinely extraordinary.
Otherwise, he has to confront an uncomfortable question:
Why did I waste eight hours to buy something that could have arrived at my doorstep while I was sleeping?
Apple has mastered the art of making a product launch feel like a cultural event.t
This is where Apple’s marketing genius lies.
The company isn’t merely launching hardware.
It is creating a moment.
The Store becomes the theatre. The queue becomes the spectacle. The early buyer becomes the protagonist. The unboxing becomes content. Celebrities amplify the message. Social media distributes it to millions of potential customers.
The actual technological upgrade becomes only one component of the product’s perceived value.
The rest comes from the brand.
And that is why Apple can command prices that would have seemed absurd for a smartphone not very long ago.
The uncomfortable question Indians should ask themselves
There is nothing wrong with buying an expensive smartphone.
There is nothing wrong with liking Apple.
There is nothing wrong with wanting the latest technology.
But perhaps consumers should occasionally ask themselves a brutally simple question before spending ₹1.65 lakh on a phone:
“Am I buying this because I need it, because I genuinely enjoy it, or because I want other people to know that I can afford it?”
There is a meaningful difference between those three motivations.
If the first two apply and the purchase is financially comfortable, there is little to debate.
But if the third is the primary motivation, the buyer is effectively paying Apple ₹1.65 lakh to rent a status symbol.
And that is where the spectacle of hundreds of people queuing outside Apple Stores becomes more than amusing.
It becomes a commentary on modern consumer culture.
In a country where financial security, savings and wealth creation should arguably matter far more than displaying an expensive gadget, there is something deeply ironic about people sacrificing hours of their time — and, in some cases, a disproportionate share of their earnings — merely to become the first person in their social circle to own the latest iPhone.
The most revealing part isn’t that these people want the iPhone 18 Pro.
It is that some appear to want everyone else to know that they have it.
And perhaps that is Apple’s greatest achievement. It has turned a smartphone into a badge of social status, a product launch into a cultural event,t and a queue outside a retail store into free advertising.
The phone may fit inside your pocket.
But for some consumers, the status attached to it has become much bigger than the device itself.
