Apple is set to announce five or more products over three days, starting Monday, March 2, culminating in an in-person “Special Apple Experience” on Wednesday, March 4, as confirmed by CEO Tim Cook.
This launch schedule positions Apple to compete directly with Samsung’s Galaxy S26 series, which became available on March 11. Bloomberg reports this multi-day format may become standard as Apple shifts toward multiple major launches per year. The company is moving away from single keynote events toward daily press releases followed by hands-on experiences.
On Monday, Apple is expected to announce the iPhone 17e and a 12th-generation iPad. The iPhone 17e is expected to feature an A19 chip, a C1X modem for improved 5G, and MagSafe support for $599. The iPad lineup is expected to include an M4-powered iPad Air and an entry-level iPad with an A18 chip and Apple Intelligence support.
On Tuesday, the company is expected to announce a new budget MacBook and an M5 MacBook Air. The budget MacBook is a new entry-level laptop powered by an A-series chip, potentially priced around $699 and available in yellow, green, and blue. Gurman noted that the invitation’s color scheme matches the laptop’s rumored palette, stating, “Apple also wouldn’t offer hands-on time unless there was a new design to show off”.
On Wednesday, M5 Pro and M5 Max MacBook Pro models are expected to headline the event. Apple has advised retail employees to expect a “major rush” of customers. Stock levels for existing products like the iPad Air and current MacBooks have already begun to thin at retail stores.
Apple is preparing for one of its busiest spring launch cycles in years. The company plans to introduce at least five new products spanning hardware, software, and chips. The launch represents a departure from its traditional single-event format.
Bloomberg’s Mark Gurman reported on the company’s plans. Apple will invite media, creators, and guests to hands-on experiences in New York, London, and Shanghai on March 4. The rumored schedule is based on reporting from multiple outlets.
