"He was trying to get to his moko," a woman who did not want to be named told the Herald.
"It was sad to see. They were working on him for a while."
Inspector Lou Alofa was at the scene last night.
He said the cause of the blaze was unknown at this stage, but the victim was believed to have suffered smoke inhalation. "There's been a house fire at this address here in Swanson Rd. At the time of the fire, there were quite a number of occupants in the address including mum, dad, brothers and children."
Up to 10 people are thought to have been inside, Mr Alofa said.
A police statement said the fire had broken out in a room inside one of the units and the man had collapsed outside on the driveway.
"Despite extensive efforts by St John staff he could not be revived and sadly died at the scene. It is not known at this stage whether his death was a direct result of the fire or whether another factor such as a fall or medical condition has caused it."
Firefighters quickly brought the blaze under control.
Emergency services would remain at the scene overnight and Waitakere CIB officers would conduct a scene examination with the Fire Service at first light.
Grieving family members huddled together for comfort at the scene.