Man drops brand new iPhone 17 Pro in front of Tim Cook, his reaction will win your heart

Apple’s iPhone 17 launch brought fans out in droves across the world, with long queues and buzzing excitement outside stores. But outside one Apple Store, the launch day frenzy turned into an unforgettable moment when a fan accidentally dropped his brand-new iPhone 17 Pro—right in front of Apple CEO Tim Cook.

The incident, captured on camera and widely shared on X (formerly Twitter), shows the eager buyer unboxing the Cosmic Orange iPhone 17 Pro. Just seconds into the reveal, the phone slipped from his hands and fell to the ground, prompting gasps from the crowd.

Cook, clearly surprised, crouched down to help immediately. In the video, he can be seen smiling and reassuring the flustered customer, saying, “It will be ok.” The fan, embarrassed but quick to recover, handed the phone to Cook. In a light-hearted gesture, the CEO signed a sheet of paper placed over the phone’s display, turning what could have been a disaster into a memorable launch-day moment.

The clip has gone viral, with social media users enjoying both the fan’s reaction and Cook’s calm, good-humoured response. Many praised the Apple chief for showing empathy and grace under pressure. Some even joked that the fall and Cook’s signature could make the iPhone a future collector’s item.