The Fire Service at the scene of a fatal fire on Queens Road in Panmure. Photo / Jason Oxenham, NZ Herald
He said there was a smoke alarm sounding at the apartment when firefighters entered.
He said about 20 firefighters battled the smoke and blaze.
The bottom storey of the building is a garage.
The apartment is in the middle of a row of nine, with another eight facing them across a small car park.
The apartments are all cordoned off.
The fire service was alerted to the fire at 13.39 and it had around seven trucks in attendance at the block of apartments on Queens Road.
Police cordoned off Queens Rd - Panmure's main shopping strip - from Pilkington Rd and all seven shops in front of the set of apartment buildings were closed.
"We had people coming in and out all day but didn't hear or smell anything. And the next thing we know, the firemen were here."
A woman who was helping her friend pack to move out said the gate blocking the path leading down to the apartments has a security lock which can only be opened from the inside.
They did not see or smell anything until they left the house, she said.
"As soon as we opened the door we could actually smell smoke."
She understood the man who died was a flat mate in the apartment.