November 17, 2025 | 10:00am
MANILA, Philippines — Over a decade ago in 2014, Power Mac Center held the first-ever midnight launch in the country for the iPhone 6 series. Albeit a simple product selling at the stroke of 12, this groundbreaking event became the precedent of many exciting iPhone midnight launches.
Fast forward to 2025, the PMC midnight tradition continues with much flare—launching the iPhone 17 series and iPhone Air last October 17 with unbeatable discounts and unforgettable performances at two PMC stores: Greenbelt 3 in Makati City and SM Mall of Asia in Pasay City.
Over at the Greenbelt 3 store, 600 Filipinos lined up for hours—with some even for days—to get their hands on their dream iPhone and the crazy insane freebies they came with.
Marc Dave Afan, 18-year-old college student, and his new iPhone 17
No one beat Marc Dave Afan’s patience and dedication, who lined up as early as 6 a.m. on October 11. After almost a week of patiently waiting, he finally and officially became “Buyer No. 001” on October 17.
In an interview with Philstar.com, Afan, who is an 18-year-old college student, shared that his Uncle Ryan told him to line up and gave him the money. Unbeknownst to him, iPhone 17 purchase would be his birthday and advanced Christmas gift!
“Thank you very much Tito Ryan. Love you! And thank you din sa Power Mac Center kasi grabe ‘yong pa-food trip nila,” he said adding that Power Mac Center gave them meals and water every night.
Afan and his buddies in the line were also treated to fun games and exclusive performances prior to the midnight launch.
Guest performers Clara Benin and Rob Deniel
They jammed to the hits of some of the most promising young artists of today, starting with singer-songwriter Clara Benin who lent her angelic voice to while the night away.
She was followed by Rob Deniel, who rose to fame with his song “Ulap” recorded and produced using the Garage Band app on his phone.
Finally, Lola Amour to the PMC Midnight Launch stage playing their hits that include “Raining in Manila.”
Band Lola Amour returns to PMC stage
The event was hosted by Ai Dela Cruz and Sam YG who led the exciting games with the audience. Power Mac Center’s brand partners also gave exclusive prizes in their respective booths.
Meanwhile, the SM Mall of Asia Midnight Launch show was headlined by SunKissed Lola and singer-songwriter Janine Teñoso.
Finally, come 12 a.m., buyers entered the PMC stores and claimed their coveted iPhone 17 model, or the first-ever iPhone Air, along with the biggest haul of the night!
Customers went home with a premium freebie bundle comprised of P30,000 worth of free accessories, and perks from brand partners Bo’s, Grab and Lojel.
Others enjoyed special offers including up to P57,000 off when trading in an iPhone 16 Pro Max, up to 50% off on select iPhone cases and screen protectors, and up to 30% off on select Apple and premium accessories.
Over 40 PMC and The Loop stores across the country also opened at midnight, giving P4,000 worth of accessories for free, trade-in offers and special discounts to countless more Filipinos.
“By opening our doors at midnight, we invite customers to be the first to experience what’s next and participate in the excitement that defines every iPhone launch,” PMC Director for Marketing and Product Management Joey Alvarez said.
“It’s a connection they share with the larger community of Apple fans and a celebration of how technology continues to move people and the world forward. We also share this feat with our generous partners who helped make this experience extraordinary,” Alvarez added.
Brand partners included Belkin, Before Anything Else, Mophie and ZAGG, with major sponsors including PanzerGlass and CARE by PanzerGlass, while ADAM elements, Cygnett, QDOS, LAUT, RhinoShield and Anker were minor sponsors.
The iPhone 17 series and iPhone Air are now available in all PMC and The Loop stores nationwide and online via the Web Store <powermaccenter.com> and The Loop by Power Mac Center on Shopee. Only transact in-store or via official online stores to avoid falling victim to scams.
Be updated on news and promotions by following Power Mac Center’s social media accounts on Facebook, Instagram, X, TikTok, Viber and YouTube. — PHOTOS BY ENRICO ALONZO
Editor’s Note: This #BrandSpace story is created with Power Mac Center. It is produced by the Advertising Content Team that is independent from our Editorial Newsroom.
