MAKATI CITY – Putting much hype into it down to the last minute, Globe officially launched the iPhone 3G Friday midnight.

Hundreds -- joined by Globe officials and a number of local celebrities -- flocked to Ayala Stock Exchange at the heart of the Makati business district Thursday night awaiting the official launch.

The atmosphere was festive and mirrored New Year's Eve as people counted down towards the midnight launch. Though unlike in other countries where Apple fanatics lined up for days waiting, some had to line up nonetheless and waited for hours before being able to buy iPhone units.

Nina Angela Sarmiento was the first person in line to buy an iPhone, having waited since 3 o'clock in the afternoon of August 21.

Gerry Ablaza, Globe's chief executive officer, also awarded an iPhone as a token to Ankush Raisinghani, human resources director for Procter and Gamble Philippines, who has been a Globe Platinum subscriber since 1997.

In May, Globe was among the first operators in Asia to carry the iPhone 3G along with Singapore's Singtel, Australia's Optus and India's Bharti Airtel.

Early this month, Globe initially announced it will sell the device via prepaid at P41,899 and P48,899, for the 8 gigabyte and 16gigabyte models, respectively.

Globe afterwards announced price rollbacks saying it will sell iPhone 3G prepaid kits starting at P37, 599 (8Gb) and P43, 799 (16 GB). Buyers can avail of zero installments through local credit card partners.

Globe's prepaid plans come with P1000 load spread over five months, or P200 per month. Also, the first 1,000 phone kit purchases will get additional P1,000 discount off the purchase price, Globe said in its previous announcement.

The iPhone 3G is also available via postpaid subscriptions ranging from P1,599 to P4,999 monthly fees.