The midnight launch of the iPhone 17 series at Power Mac Center in SM Mall of Asia transformed a routine product release into an event of anticipation and performance, where lines, lights, and live music captured the first official moments that Filipinos held and took home Apple’s latest devices.

SM Cyberzone iPhone 17 Launch Recap

Hundreds of eager Apple and tech enthusiasts convened at SM Cyberzone Power Mac Center at the Mall of Asia before doors opened, many camping out hours ahead to be among the first to unwrap the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the new iPhone Air. Early-bird customers were rewarded with exclusive freebies and promotional bundles that raised excitement to higher levels.

The iPhone 17 lineup includes four distinct models tailored to different users: the iPhone 17 is the practical everyday option with upgraded cameras and a bright Super Retina XDR display, while the iPhone Air is a thinner, lighter model that prioritizes portability while sharing many modern features. For power users, the iPhone 17 Pro combines premium materials with features like ProMotion and advanced camera and video tools, while the iPhone 17 Pro Max offers the largest screen, most capable hardware, and longest battery life in the series.

The queue itself became part of the event, with friends and families chatting about features, influencers livestreaming the countdown, and shoppers comparing offers and accessory bundles, while staff prepared for the midnight rush.

These phones were not just new devices to some, but they also represent various lifestyles and stories. Some will be upgrading from their previous models, while others will use the latest iPhone models as professional tools and even as gifts for important life milestones, giving the impression that these phones are more than just gadgets, but products with stories attached to every purchase.

The event was hosted by social media influencer and comedian Macoy Dubs and sports correspondent Hans Kho, whose chemistry kept the crowd engaged between reveals and giveaways. Their energy made the wait for midnight feel seamless, as they entertained the crowd with jokes and stories that kept anticipation high.

Musical performances added another layer of excitement to the night. Sunkissed Lola brought upbeat energy that matched the crowd’s excitement, while Janine Tenoso’s set offered a soulful set that relaxed the crowd amidst the buzz.

The night was capped off with fun as the crowd, who braved long lines and an even longer wait, finally got their hands on their new phones. While phone launches typically do not offer a dramatic or eventful occasion, Apple launches are a stark contrast, transforming ordinary purchases into a grand and premium experience that makes the effort to acquire the device all worthwhile.

Interested customers who didn’t get to pre-order or purchase the iPhone 17 series during the pre-order and launch window can still visit the nearest Cyberzone and grab the latest iPhone 17 series through various payment promotions and deals. #GotItAtCyberzone