Apple celebrates 40 years in Spain with “El Encuentro”

Madrid experienced a night where tradition, technology and contemporary culture came together effortlessly. On 19 November, Puerta del Sol was transformed into a live tablao to mark the tech giant’s 40 years in Spain. Under the name “El Encuentro”, Apple turned one of the country’s most emblematic squares into a stage where flamenco, modern music and innovation coexisted in front of the local Apple Store.

Flamenco was at the heart of the tribute. It remains one of Spain’s strongest cultural pillars. Key figures joined the celebration, Israel Fernández, an essential voice in contemporary flamenco; Amaia, a singer and pianist who continues to expand her creative universe; Yerai Cortés, nominated for the 2025 Latin Grammy Awards; and DELLAFUENTE, who returned to the public stage after his historic concerts in Madrid. Together, they explored new ways of creating and connecting with the audience. Apple’s technology accompanied them without stealing the spotlight.

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iPhone 17 Pro. The key piece of the event.

The iPhone 17 Pro was the central tool of the performance. From the outset, it captured the energy and intimacy of the show. Its Pro Fusion 48-MP camera system, offering the equivalent of eight professional lenses and an x8 optical-quality zoom, allowed every detail to be recorded with a level of precision rarely seen in live settings. In addition, features such as Centre Stage or Dual Capture offered new ways to showcase both the performance and the audience’s reactions.

Meanwhile, Apple released playlists and special content on Apple Music that explore flamenco from its roots to its most current voices. With this, the company reinforces its commitment to Spanish culture.

40 years of Apple in Spain

The celebration also looked back on Apple’s journey in the country. The company opened its first office in 1985 and has since grown to more than 2,200 employees. Today, it operates stores in Madrid, Barcelona, Murcia, Marbella, Valencia, Valladolid and Zaragoza, as well as offices in Madrid and Barcelona.

According to Tim Cook, Apple’s CEO, this anniversary reflects the blend of culture and innovation that defines Spain. At the same time, Deirdre O’Brien, Senior Vice President of Retail and People, highlighted the work of the local teams and their connection with the country’s creative spirit.

Supporting creators and developers

Apple continues to support the creative scene through training and resources. For instance, the free Today at Apple sessions, available throughout the year, play a key role. As part of “El Encuentro”, photographer Erea Azurmendi led a session focused on capturing the light and energy of Puerta del Sol.

In the audiovisual field, Apple also continues to invest in Spanish productions such as A muerte, an Apple Original starring Verónica Echegui, Joan Amargós, Cristian Valencia and Paula Malia.

At the same time, Apple reaffirmed its support for local developers. The App Store gives them a platform to reach users worldwide without losing their identity. Standout projects include Lingokids, by Monkimun; Vocabulary, by Monkey Taps, a finalist at the 2025 Apple Design Awards; and Second Canvas, by MadPixel, which enables high-resolution art exploration.

The message is clear. Spain is not only celebrating four decades with the company. It is also positioning itself as a hub of creative and technological talent capable of inspiring both within and beyond its borders. “El Encuentro” made this evident, with Apple as its guiding thread.

The million-euro contract between Apple and Formula 1.