Inside Digimap's iPhone 17 midnight launch: Retro vibes meet Apple's future (Super quick first impressions)

It's that time of the year once again. Digimap just threw one of the most fun midnight launches we’ve seen: a "Throwback to the Future" party to welcome the iPhone 17 Series at their flagship store in One Ayala, Makati.

Digimap PH flagship store featuring the new iPhone 17 Series

Digimap staff welcome everyone to the launch of the iPhone 17 in the Philippines

The event fused retro visuals with futuristic tech, turning the One Ayala Activity Center into a neon-lit playground for Apple fans who stayed up past midnight to witness the launch of the latest iPhone to the public in the Philippines.

A Midnight Party for the iPhone 17

Buyers started lining up at One Ayala as early as 8 AM, eager to be among the first to check out the iPhone 17 at Digimap’s official launch. Those who lined up early didn’t go home empty-handed to go along with their new iPhone 17:

The first customer scored up to PHP 37,000 worth of freebies.

The next 29 customers got PHP 14,000 worth of goodies. The rest of the top 100 each received a PHP 8,000 gift bag.

Inspired by her K-pop bias, SEVENTEEN's Mingyu, 25-year-old Charmaine was the first in line to secure an iPhone 17 as well as PHP 37,000 worth of freebies at Digimap's midnight launch

By the time the party kicked off at the One Ayala Activity Center right in front of the store, the energy was high and the vibe was pure nostalgia. The excitement built up as midnight drew closer, complete with DJ sets, raffles, and interactive photo zones that kept everyone hyped.

Barbie Imperial tries one of the party's interactive photobooths, showcasing a retro aesthetic fit for the night's theme

On top of that, Home Credit, UnionBank, and HSBC made it easier for everyone to upgrade with on-site installment options. Similar midnight launches also happened at Ayala Center Cebu and Alabang Town Center, so the celebration definitely wasn’t limited to Manila.

Why the "Throwback to the Future" Theme Worked?

Digimap's Country Marketing Head, Laine Vallar, said it best:

Laine Vallar, Digimap's Country Marketing Head, shares her thoughts on the new iPhone 17 with the GIZGUIDE Team

And that's exactly how it felt: a mix of nostalgia and excitement. The theme perfectly matched Apple’s journey from its early innovations to today’s sleek new generation of iPhones.

Barbie Imperial unboxes the iPhone 17 Pro Max in the Cosmic Orange colorway

Since arriving in the Philippines in 2023, Digimap has grown fast with over 20 stores nationwide and counting. More than just an authorized Apple reseller, they’ve been building a community around the brand, with trade-in options, 0 percent installment, and flexible payment plans that make it easier for Filipinos to own an iPhone.

Super quick first impressions of the iPhone 17 Series: What’s New?

The new iPhones

We got to try the new iPhone 17 lineup, and here are some of our initial observations:

That display looks brighter compared to previous generations.

Very nice display

The build feels extra premium. There's a satisfying heft and polish to it. (Even if the Pro models are back to aluminum, coming from Titanium).

All new camera island for the Pro models

The iPhone 17 Air is unbelievably thin. It’s so light, it almost feels like holding a piece of glass.

The iPhone 17 Air

Selfies got an upgrade. The front camera produces crisp, well-lit photos, and now automatically zooms out for group selfies. Though fair warning, it might catch a stranger or two in the background if you're not careful.

To recap, this is the 18MP Center Stage front camera with intelligent framing, removing the need to rotate your phone to switch to portrait or landscape selfies. Apple claims that with this sensor, which is 2x bigger than the previous generation, stabilized selfie videos are possible.

Seflie check

The Clean Up tool is finally on iPhone! It’s still hit-or-miss for detailed backgrounds, but it works great for simple ones. We’re expecting it to get better as Apple fine-tunes its AI.

AI Clean Up tool (Apple Intelligence powered)

Generally, the iPhone 17 feels sleek, refined, and smarter, which is exactly what you'd expect from Apple’s next big thing.

The Digimap Experience

As part of the MAP Group, Digimap runs like a global brand but feels local: approachable, stylish, and built for Filipino shoppers. Their One Ayala flagship continues to be one of the go-to spots for Apple fans, and based on this launch, they clearly know how to make tech events fun.

Country Marketing Head Laine Vallar (far left) and President Anton Gonzalez (far right) look to lead Digimap into the future. They are joined by GP Reyes, Andi Manzano, Kelly Misa, Carlos Fernandez, Mia Nolasco Gonzalez, Nicole Hernandez, and Jaime delos Angeles in this photo.

The iPhone 17 is now available at Digimap stores nationwide, on digimap.ph, and through their Shopee Flagship Store, with exclusive bundles and trade-in deals for a limited time.

What do you guys think?