The buzz was undeniable as Power Mac Center hosted its iPhone 17 Midnight Launch at SM Mall of Asia last October 16–17. Fans and Apple enthusiasts lined up before midnight to be among the first to unbox the latest iPhone generation — complete with ₱30,000 worth of freebies, exclusive performances, and that signature Apple launch energy.
The event kicked off at 10 p.m. and carried through the night, with hosts Macoy Dubs and Hans Kho keeping the crowd hyped while Sunkissed Lola and Janine Teñoso performed live. Early buyers who queued up before 11:59 p.m. on October 16 got to experience the excitement first-hand, celebrating not just a new device but a full-on tech milestone.
The iPhone 17 Lineup: Sleek, Smart, and Powerful
The iPhone 17 Series marks Apple’s most advanced lineup yet. Both the iPhone 17 and iPhone 17 Pro models feature an improved A19 Bionic chip, delivering lightning-fast performance and better energy efficiency. The displays have been upgraded with brighter Super Retina XDR panels and even thinner bezels, while the camera system now includes advanced AI-assisted shooting — perfect for night photography and 8K video capture.
The Pro models also bring a new Titanium finish, an improved Action Button, and upgraded battery life that lasts significantly longer than the previous generation.
A Night of Apple
From the excitement on the floor to the massive turnout of fans, Power Mac Center’s midnight launch proved once again that Apple launches aren’t just product releases — they’re cultural moments.
The energy, the music, and the glow of those first unboxed iPhones made the SM Mall of Asia event a true celebration of innovation.
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