Apple notably avoids the word ‘event’, calls March 4 showcase an ‘experience’

Apple may be preparing to launch new products on March 4, but the company is notably avoiding calling it an “event”.

Instead, Apple is referring to the day as an “experience”. The company says it will host a “special Apple Experience” for members of the media in New York, London and Shanghai, taking place on March 4, 2026 at 9:00am ET.

The wording suggests Apple won’t host a traditional keynote-style launch. Rather than announcing everything at once, the company is expected to reveal new hardware in the lead-up to March 4 through online press releases.

March 4 would then serve as the point at which all new devices have been unveiled, allowing media to see and handle the products in person.

According to Bloomberg’s Mark Gurman, Apple has been planning to kick off a “2026 product blitz” in early March, with the iPhone 17e widely tipped as one of the headline announcements.

The iPhone 17e is expected to be a refreshed version of Apple’s entry-level iPhone, with reports suggesting it will gain the A19 chip from the main iPhone 17 lineup, MagSafe support, and upgraded wireless components. Apple is also said to be keeping pricing unchanged, positioning the device as better value rather than a price increase.

Alongside the new iPhone, Apple is also expected to introduce a new low-cost MacBook, aimed at users looking for a more affordable Mac powered by Apple silicon. Reports suggest the device could sit below the MacBook Air in Apple’s lineup, focusing on efficiency and battery life rather than high-end performance.

The March “experience” could also include updates to Apple’s MacBook Pro range, with current models remaining in short supply and new versions with updated chips expected this year.