Tata-owned bigbasket has entered Apple’s iPhone 17 launch in India with a quick commerce spin. The platform, now an authorised Apple reseller, completed its first iPhone 17 delivery within 10 minutes of sales going live on Friday morning.

The service, backed by Tata Group’s retail expertise and its partnership with Croma, is available across all Tier 1 cities this year. Last year, bigbasket tested instant delivery of iPhone 16 in just three cities. At 8 AM today, when sales opened, the first iPhone 17 was delivered in Bengaluru to popular content creator Jordindian, according to the company.

“Quick commerce is no longer limited to daily essentials. As an authorised Apple partner, we are proud to bring the iPhone 17 to our customers at competitive prices,” said Seshu Tirumala, Chief Buying and Merchandising Officer at bigbasket. “Expanding this service from three cities last year to all Tier 1 cities is a bold step toward reshaping how India shops for premium products.”

The iPhone 17 (256GB) is available starting at ₹76,900, while the iPhone Air (256GB) is priced at ₹1,15,900. Buyers can also access bank discounts on ICICI and SBI cards, with additional benefits for SBI Tata NeuCard holders, including 5% back in NeuCoins. No-cost EMI options of up to six months are also on offer.

bigbasket isn’t the only quick commerce player riding the Apple launch wave. Earlier this week, Blinkit announced it would deliver iPhones on the same day of launch through its platform. This is not Blinkit’s first brush with Apple rollouts either. Last year, it partnered on the iPhone 16 launch too with instant doorstep delivery. However, the Zomato-owned company has not yet confirmed the number of cities that it will cover as it looks to deliver the iPhone 17.

The rapid delivery push by both platforms highlights how quick commerce is moving beyond groceries and daily essentials into high-value categories like electronics. With Apple launches often associated with long queues and pre-bookings, companies are betting that the promise of instant fulfilment will find takers among India’s premium smartphone buyers.