Midnight launches are usually a mix of sleepy queues, quiet anticipation, and a few hardcore fans bundled up with snacks and foldable chairs, but that’s not the case for the iStudio Plus iPhone 17 Midnight Launch at Bonifacio High Street! They flipped the script entirely from the moment the music started to the last prize handed out, this event felt more like a block party than a product drop.

In case you missed the celebration, here are five things that made this launch stand out from the usual midnight crowd and why you should probably choose to line up here next time instead of snoozing in line:

1. Non-stop energy until midnight

Let’s start with the vibe. While most midnight launches involve people quietly waiting for doors to open with their banig and foldable chairs, this one had a full-on stage setup with lights, live DJ sets, and performances that kept the energy high all night. With games happening on stage and surprise appearances from creators like Christine Samson, AZ Martinez, Angel Guardian, and host Ayn Bernos, there was always something to watch, play, or cheer for. No sleeping bags. No slumped shoulders. Just pure hype!

2. Booth games with actual prizes

Who says you have to wait for the pre-order perks to get extra prizes? Plenty of brand booths had interactive games, but what made this launch different was the fact that you could walk away with real, usable freebies. Zagg’s catch-the-sticks game scored me a tote bag. Havit’s memory challenge came with a notebook. Belkin turned Flappy Bird into a prize-worthy moment and I got a wall charger! And the iStudio Plus spin-the-wheel setup handed out exclusive merch from RAKI and other partner brands. Not every booth gave out prizes unless you completed the task, but the ones that did made it worth the effort.

3. A real concert vibe, not just background music

The performances weren’t filler, they were definitely part of the experience! The crowd wasn’t just there for the phones, they were there for the show (and maybe some snaps with their favorite creators and singers). DJ Nico Yabut set the tone early, and acts like The Alliance, Yoki, and Kiyo kept the crowd moving. The surprise collab toward the end of the night had people filming, cheering, and genuinely enjoying the moment.

4. Freebies that went beyond stickers and flyers

The first 60 people in line got Shake Shack meals. The first 30 walked away with accessory bundles worth up to Php 71,000. That’s not a typo! From premium chargers to exclusive merch, the giveaways felt curated and not just promotional. It was clear that iStudio Plus wanted people to leave with more than just a receipt.

5. Deals that made the upgrade feel smart

Aside from the entertainment, the actual iPhone 17 drop came with serious perks. UnionBank offered 0% interest, 24-month installment plan at cash price, with an additional P1,000 cashback via UB PayEasy. The first five UnionBank card users to purchase their unit were also rewarded with AirPods 4. Additionally, applicants approved for an Instant UnionBank Credit Card during the Midnight Event received complimentary coffee and doughnut.

PNB, Security Bank, and RCBC, on the other hand, provided flexible installment plans with 0% interest over 3 to 24 months through their special Buy Now, Pay Later offer, making the iPhone 17 purchase effortless. While BPI cardholders enjoyed special pricing and flexible payment terms of 3 to 24 months with an exclusive installment offer on the new iPhone 17. For Home Credit, they offered special pricing and a 0% interest installment option for up to 24 months! Lastly, PLUSTRADE customers who traded in an iPhone 16 series model received a discount of up to Php 56,500.

The launch also brought the full lineup of the powerful iPhone 17 series to the Philippines, including the flagship iPhone 17 Pro Max, the iPhone 17 Pro, the iPhone Air, and the base iPhone 17. Customers were finally able to experience the full potential of these devices, from the Pro models’ ultimate camera systems and the A19 Pro chip, to the base models’ enhanced durability, ProMotion displays, and the new Center Stage front camera.

iStudio Plus’s Midnight Launch redefined what a tech drop could look like. With music, games, real rewards, and a crowd that stayed hyped until the very end, it set a new bar for what community-driven launches can be. Can’t wait to see what they’ll come up with next!

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