A night of firsts at Power Mac Center’s iPhone 17 midnight launch

At the stroke of midnight on 17 October, the Power Mac Center in Greenbelt became the heart of every Apple fan’s dream as hundreds lined up to be among the first to own the new iPhone 17 series.

Leading the queue was Marc Dave, a student from Filinvest Alabang, who arrived as early as 6 a.m. on Saturday, 11 October. He patiently waited for days to secure his first-ever iPhone, a 256 GB Lavender iPhone 17, which he said was both a birthday and early Christmas gift from his uncle. By midnight, the line had already stretched to Valero Street, with more than 600 people in attendance, marking the biggest turnout in Power Mac Center Greenbelt’s midnight launch history.

The atmosphere was charged with excitement as customers cheered, and doors opened to welcome the first wave of iPhone 17 owners. The event was part of Power Mac Center’s simultaneous midnight opening at Greenbelt 3, SM Mall of Asia, and 41 other stores nationwide.

“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. 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,” said PMC Director for Marketing and Product Management Joey Alvarez. “We share this feat with our generous partners who helped make this experience extraordinary.”

Aside from being the first to unbox the latest iPhone, early customers went home with premium bundles, accessories worth up to P30,000, and exclusive offers from partner brands. Performances by artists such as Lola Amour, Rob Deniel, Clara Benin, SunKissed Lola, and Janine Teñoso kept the crowd entertained throughout the night.

The iPhone 17 series and iPhone Air are now available in all Power Mac Center and The Loop stores nationwide, as well as online through the official web store and Shopee.

And as for Marc Dave, the experience was more than just a purchase. It was a memory of patience, excitement, and the start of a new tech chapter, one iPhone at a time.