MANILA, Philippines (Oct 2025) – An estimated 600 Apple fans secured the new iPhone 17 and iPhone Air at a multi-store midnight launch event held by Power Mac Center (PMC) on October 17. Some of the fans lined up as early as Saturday to secure a spot at the top of the queue, which include accessories worth P30,000.
The main events unfolded at PMC’s Apple Premium Partner stores in Greenbelt 3 and SM Mall of Asia. An additional 41 stores across Luzon, Visayas, and Mindanao also opened their doors at midnight to accommodate the nationwide demand.
“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,” said PMC Director for Marketing and Product Management Joey Alvarez. He noted the launch connects a “larger community of Apple fans.”
Early customers at Greenbelt 3, SM Mall of Asia, and SM Lanang received significant incentives. According to a press release obtained by our editors, this included a premium freebie bundle, P30,000 worth of free accessories, and perks from partners.
Special offers included trade-in discounts of up to P57,000 for an iPhone 16 Pro Max. Shoppers also received up to 50% off select cases and screen protectors, and up to 30% off other accessories. Customers at the other 40 midnight launch stores received P4,000 worth of free accessories.
The events featured live entertainment from prominent Filipino artists. Greenbelt 3 hosted performances by Lola Amour, Rob Deniel, and Clara Benin, emceed by Ai Dela Cruz and Sam YG.
At SM Mall of Asia, the crowd was entertained by SunKissed Lola and Janine Teñoso. The program was hosted by Macoy “Macoy Dubs” Averilla and Hans Kho.
For customers who missed the midnight event, PMC is continuing offers under its “iPhone for All” campaign. The company highlighted partnerships with financial institutions for 0% installments and other payment plans.
From October 17 to 19, special promotions are available at The Loop branches. The Loop SM Makati offers a gashapon machine for every iPhone 17 or Air purchase, with prizes including an iPhone 16e and an Apple Watch Series 10. The Loop Uptown Mall provides a free customized phone case.
The launch events were supported by brand partners including Belkin, Mophie, ZAGG, and PanzerGlass.
The iPhone 17 series and iPhone Air are now available at all Power Mac Center and The Loop stores. For details on ongoing promotions, customers can visit PMC’s official website or follow its social media channels.
