Piracicaba iPhone challenge triggers police investigation

A 52-hour endurance competition known as the ‘iPhone Challenge’ in Piracicaba, São Paulo, has become the subject of police and federal investigations. Organized by local businesses, the event required approximately 30 participants to keep their hands on a pickup truck without sleeping or removing them to compete for an iPhone 17 Pro.

The Ministry of Finance’s Betting Secretariat has opened an investigation to determine if the event was an unauthorized promotional activity. Simultaneously, the São Paulo Public Security Secretariat is investigating potential risks to the life or health of participants, noting the involvement of a 17-year-old and the lack of adequate medical support. During the marathon, the emergency medical service (Samu) was called to assist a competitor.

While organizer Lucas Barbosa claimed to have temporary authorization, the Piracicaba City Hall stated that no formal request was made for the activity to be held as a promotional event. Participants reported extreme physical exhaustion and noted that many were motivated by financial necessity.