The Apple Launch event 2025, dubbed as the ‘Awe Dropping’ event, is inarguably the biggest tech event of the year. Filmed entirely on an iPhone, the event saw the launch of iPhone 17, iPhone Air, iPhone 17 Pro, and iPhone Pro Max, as well as other Apple accessories like the Apple Airpods Pro 3, Watch Series 11, Apple Watch Ultra 3, and Apple Watch SE.
However, if you must’ve noticed it, this year, the event wasn’t held in an auditorium against a giant LED panel in the background – it was filmed across different Apple retail stores in the world. This move, executed for the first time ever, was a much-needed departure from the traditional Apple Launch events held previously. And if you were wondering where the event was filmed, team unstumbled, as always, has got you covered!
Apple iPhone 17 Launch Event Filming Locations Revealed!
How iPhone 17 Launch Event Stood Out In 2025
This year, Apple decided to flip the script on its iconic anticipated launch format. Instead of the usual keynote staged in Cupertino’s Steve Jobs Theater or a sleek auditorium with massive LED panels, the Awe Dropping 2025 event took viewers on a much more immersive journey. What made it even more special? It was filmed in actual Apple retail stores, making the event feel more authentic and interactive.
Retail stores that see thousands of Apple users and new customers every day served as backdrops for the launch event, making the event feel closer to those watching it. Plus, it was filmed not on professional cameras, but on the newest iPhone 17 – a clever move on Apple’s part to flex the newest iPhone’s videography skills.
Apple iPhone 17 Launch Locations Revealed!
Apple Central World, Thailand
The Apple Central World is the largest Apple store in Thailand, located in Bangkok’s Ratchaprasong. The store’s architecture is impressive, with a first-ever all-glass design housed under a cantilevered Tree Canopy roof. Visitors can move to the first floor via spiral staircase or ride a unique cylindrical elevator clad in mirror-polished stainless steel. There is even an outdoor plaza with well-manicured trees and landscaping, allowing for visitors to gather, interact, and enjoy the views of a bustling Bangkok.
Apple previewed Apple Central World, its second and largest retail location in Thailand. Nestled in the heart of Ratchaprasong, Bangkok’s iconic intersection, the store provides a completely new and accessible destination within the lively city.
The store is also home to a boardroom, a video wall, and of course, a neatly lined display of the latest Apple tech products. What’s also interesting is that Apple has taken care of the cultural diversity and the different ethnic groups that live in Bangkok. Its 130 staff members can speak 17 different languages fluently, making the customer experience feel even more personal, comfortable, and interactive!
Address: 4, 4/1-4/2, 4/4 Ratchadamri Road, Pathumwan District, Bangkok 10330
Timings: 10:00 AM to 10:00 PM
Nearest airport: Bangkok Suvarnabhumi Airport (27.5 km)
Apple Downtown Brooklyn, United States
For the next Apple iPhone 17 launch event filming location, we’re crossing the Pacific and heading straight to Brooklyn. The Apple Downtown Brooklyn, which does look like a futuristic battleship at first glance, is an architectural marvel sitting in the bustling city of Brooklyn.
The store features a striking timber canopy that slopes about 30 feet above street level, lending to the iconic storefront. Despite its unusual facade, it blends beautifully with the vibrant urban community of Brooklyn.
The glass panels on the store’s facade continue from the apex and wrap themselves around the building. This creates a direct and extended connection between the street and the store. The plaza outside as well the presence of trees within the store make it feel greener, thought-out, and engaging.
Address: 123 Flatbush Ave, Brooklyn, NY 11217, United States
Timings: 10:00 AM to 10:00 PM
Nearest airport: New York John F. Kennedy Airport (17 km)
Apple Fifth Avenue, United States
New York City’s Fifth Avenue is home to one of the city’s most visited urban landmarks – yes, it is the Apple retail store that we’re talking about! The store is, well, a glass cube – a design choice that left many in awe when it was first unveiled.
As you walk down underground, the store opens itself to a giant, interactive space where 900 employees speak 30+ languages and assist you find the best Apple products for yourself.
The store’s glass cube was renovated and made larger somewhere in 2019, and now the glass cube is almost twice the size of the original one. Below the glass cube, the store is well-illuminated thanks to plenty of skylights and glass skylenses. The store also has a cantilevered stainless steel spiral staircase and a circular elevator. Overall, the Apple Fifth Avenue store is an iconic landmark that you must visit when you’re in New York!
Address: 767 5th Ave, New York, NY 10153, United States
Timings: 10:00 AM to 10:00 PM
Nearest airport: New York John F. Kennedy Airport (25 km)
Apple Zorlu Center, Turkiye
For the last entry on our list of Apple iPhone 17 Launch Event Filming Locations, we’re heading to Turkiye’s Zorlu Center located in Istanbul. At first glance, the facade looks like someone just dropped a giant Macbook on Istanbul’s streets, but the very next second you figure out that the design was intentional.
And not only is the ‘glass lantern’ design intentional, but also practical – it lets ample daylight into the store in the day and illuminates in the night. What also adds to the mystique of the store is how the glass lantern facade is surrounded by a shallow pool of water, adding more visual appeal to the Apple Store.
The actual store, spreading across two floors underground, has Apple’s classic store layout – and that almost feels nostalgic. This unique Apple store in Istanbul is not just THE store to get Apple products in the city but also a major landmark redefining traditional architectural norms.
Address: Levazım, Vadi Cd Zorlu Center No: 2, 34340 Beşiktaş/İstanbul, Türkiye
Timings: 10:00 AM to 10:00 PM
Nearest airport: Istanbul Airport (36 km)
Apple Marina Bay Sands, Singapore
The Apple iPhone 17 launch event also featured glimpses of the iconic Apple Marina Bay Sands in Singapore. At first glance, the store looks more like an art installation, but a closer look reveals a 30-meter dome sitting on the waters of Singapore’s Marina Bay. For your information, this is the world’s first Apple store to sit directly on water!
Connected to the mainland by a small bridge, the dome is made of just 114 pieces of glass that also have integrated solar shading. The design of this store takes direct inspiration from the Pantheon of Rome and the apex of the building features an oculus that lets in bright sunlight.
And the architectural delight doesn’t end there – the store will also feature Apple’s first-ever underwater boardroom. Inclusivity remains at the core of the Apple philosophy – and the 148-member staff here perfectly inculcate that by collectively being fluent in 23 languages!
Address: 2 Bayfront Ave, B2-06, Singapore 018972
Timings: 10:00 AM to 10:00 PM
Nearest airport: Singapore Changi Airport (19 km)
Other iPhone 17 Launch Event Filming Locations
- Apple Michigan Avenue, Chicago, United States
- Apple Aventura, Florida, United States
- Apple Union Square, San Francisco, United States
- Apple Park Visitor Center, California, United States
- Apple Pudong, Shanghai, China
- Apple Al Maryah Island, Abu Dhabi, United Arab Emirates
Summing Up
The iPhone 17 launch event was successful in showing the world the newest generation of iPhones – ones with the most advanced features up to date. And while most of us are excited to get our hands on these new devices, we certainly couldn’t help but notice Apple’s move to do away with the traditional way of announcing their much anticipated yearly ‘tech drop’. With the Apple team filming their Awe Dropping 2025 at various Apple retail stores across the world, it’s with clear intent – to remind us that the iPhone isn’t just a device! It’s a global lifestyle statement, seamlessly woven into everyday spaces where people shop, connect, and create.
