It was a night of excitement, music, and giveaways as Power Mac Center (PMC) opened its Apple Premium Partner stores at the stroke of midnight Friday to officially launch the iPhone 17 and iPhone Air in the Philippines.

The grand launch, held simultaneously at PMC’s flagship stores in Greenbelt 3 and SM Mall of Asia, featured live performances, celebrity hosts, and exclusive perks for the first customers in line.

More than 40 other PMC and The Loop branches across Luzon, Visayas, and Mindanao also opened their doors at midnight, allowing Apple enthusiasts nationwide to be among the first to get their hands on the latest devices.

“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 Joey Alvarez, PMC Director for Marketing and Product Management.

“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.”

Those who lined up early at Greenbelt 3 and SM Mall of Asia went home with premium bundles worth up to P30,000 in free accessories, plus exclusive offers from partner brands Bo’s Coffee, Grab, and Lojel. Trade-in deals of up to P57,000 off for iPhone 16 Pro Max units and discounts of up to 50 percent on select accessories added to the excitement.

Customers at the other 40 participating stores also received P4,000 worth of accessories and enjoyed similar trade-in and discount promos.

To keep the energy high, both main venues featured live performances from top OPM acts. Lola Amour, Rob Deniel, and Clara Benin headlined the Greenbelt 3 launch, while SunKissed Lola and Janine Teñoso performed at SM Mall of Asia. The events were hosted by Ai Dela Cruz and Sam YG in Makati, and Macoy Dubs and Hans Kho in Pasay.

Beyond the midnight celebration, PMC extended the excitement through its “iPhone for All” campaign, which offers installment plans, cashback deals, and trade-in options to make the iPhone 17 series more accessible to Filipino consumers. Participating financial institutions provide up to P9,000 in savings, 0 percent installment terms, and buy-now-pay-later options.

Additional limited-time perks include discounts on AirPods and premium accessories for Club Wyndham Asia members, as well as raffle-style giveaways at The Loop stores in SM Makati and Uptown Mall.

The nationwide launch was supported by brand partners Belkin, Before Anything Else, Mophie, and ZAGG, with major sponsors PanzerGlass and CARE by PanzerGlass, and minor sponsors ADAM elements, Cygnett, QDOS, LAUT, RhinoShield, and Anker.

The iPhone 17 and iPhone Air launch once again highlighted PMC’s commitment to bringing world-class Apple experiences to Filipino consumers — combining technology, entertainment, and a sense of community in one memorable night.