On 25 February 2025, a Facebook post by a certain James Afante went viral after he shared a photo of a MacBook with a shattered screen, accompanied by a sarcastically written thank-you message directed at Philippine Airlines (PAL). According to Afante, the damage occurred during his flight, despite informing airline staff that his luggage contained fragile items. His post has since sparked debates online regarding airline baggage handling and customer rights.
While the frustration of damaged belongings is understandable, there are several aspects of this case that raise red flags — suggesting that this incident may be nothing more than a well-orchestrated marketing stunt.
The Dangerous Goods Rule That Everyone Should Know
First and foremost, laptops and other electronic devices with non-removable lithium-ion batteries are classified as Dangerous Goods (DG) under the International Air Transport Association (IATA) regulations. Airlines around the world, including PAL, strongly advise passengers to carry such items in their hand luggage rather than checking them in. This policy is not merely a suggestion — it is a safety precaution designed to prevent potential fire hazards in cargo holds.
In his comments, Afante argued that his carry-on baggage was already full of cameras and heavier fragile equipment, leaving him no choice but to check in his MacBook. However, safety protocols are clear: when in doubt, passengers should prioritize carrying lithium-ion devices onboard. If he indeed declared his laptop as a fragile item at check-in, PAL staff should have informed him of the dangers and advised against checking it in.
By choosing to check in his MacBook despite these regulations, Afante not only placed his device at risk but potentially endangered the lives of everyone on that flight.
The Unbelievable Damage
We consulted a technology and gadget expert who explained that the type of damage visible on Afante’s MacBook — a localized shatter on the screen — is unlikely to have been caused by standard baggage handling. The expert pointed out that such damage is more consistent with the impact of a blunt object striking the screen, rather than the result of pressure or vibration during transport.
Another detail that caught our attention is the camera cover installed on the MacBook. Apple has previously warned users against using such accessories, as they can exert pressure on the screen when the laptop is closed — potentially causing damage. This raises even more questions about whether the laptop’s condition was genuinely the result of mishandling or user negligence.
The Marketing Connection
What makes this incident even more suspicious is Afante’s background. A quick web search reveals that he has previously promoted brands such as Bored and Hungry Philippines and Digital Walker — a tech retailer that happens to carry Apple products, including MacBooks. Interestingly, both brands share a common ownership structure, strengthening the suspicion of a coordinated marketing stunt.
Adding fuel to the speculation, Afante followed up his viral post by announcing a giveaway of a brand-new MacBook to those who follow him and Digital Walker, share his post, and leave a comment. The timing of this giveaway, combined with his brand affiliations, makes the entire ordeal feel less like a genuine complaint and more like a cleverly executed publicity stunt at the expense of the airline.
Airline Employees in the Crossfire
Another troubling aspect of this incident is the potential impact on PAL employees. If Afante’s claims are indeed false, airline staff who handled his luggage or processed his check-in could have faced reprimands or disciplinary actions. The livelihoods of hardworking employees should not be jeopardized by fabricated stories designed to generate online clout. Airlines must protect their personnel from undue blame when passengers make misleading claims.
A Dangerous Precedent
While marketing campaigns are a common strategy in the tech industry, using false claims against an airline to generate publicity crosses an ethical line. Airlines in the Philippines have been notably lenient when it comes to passengers exhibiting misconduct or making baseless accusations against them — a stark contrast to the stricter policies enforced by airlines abroad. In other countries, passengers who make false claims or violate Dangerous Goods (DG) regulations can face lifetime bans or even legal action.
If Afante did, in fact, lie during the check-in process by failing to properly declare his laptop as a Dangerous Good (DG), his actions could have had dire consequences. PAL’s decision to remain silent on the matter, likely to avoid further controversy, sets a worrying precedent that encourages others to exploit the airline’s goodwill.
AvGeekPH’s Take
While passengers have every right to expect their belongings to be handled with care, they also bear the responsibility of following safety protocols. This incident highlights the importance of educating the public on IATA regulations and the risks associated with checking in lithium-ion devices.
At AvGeekPH, we believe that the safety of passengers and crew should never be compromised — not for convenience, and certainly not for social media clout. If airlines in the Philippines wish to maintain trust and order, they must adopt a firmer stance against passengers who engage in dishonest or reckless behavior.
As for the viral MacBook incident, the evidence suggests that this was less about broken gadgets and more about breaking the Internet — at the expense of an airline’s reputation.