Tim Cook has teased “a big week ahead” for Apple, posting the hashtag #AppleEvent and hinting that the company is about to kick off a spate of product launches.
Apple is reportedly preparing to unveil at least five new products during a three-day run of announcements ahead of its “special Apple Experience” for the media on March 4.
The in-person experience will take place simultaneously in New York, London and Shanghai on March 4, 2026 at 9:00am ET, marking the final day of what is shaping up to be a staggered launch week rather than a traditional keynote.
Last week, longtime Apple commentator John Gruber suggested the company may roll out new hardware day by day through press releases on its Newsroom. Under that approach, announcements would begin on Monday, March 2, continue on Tuesday, and conclude on Wednesday with hands-on demonstrations rather than fresh reveals.
That theory has now been reinforced by Mark Gurman, who said in his latest Power On newsletter that Apple is planning a “three-day flurry of announcements”.
According to Gurman, the rollout will kick off on Monday, March 2, continue through Tuesday, and wrap up with the in-person Apple Experience on Wednesday, March 4. He does not expect a livestreamed keynote, instead pointing to a series of press releases and possibly short launch videos.
Between them, the reports suggest Apple could announce at least five products across the three days.
Devices widely tipped to appear include a new low-cost MacBook, the iPhone 17e, refreshed MacBook Pro models with M5 Pro and M5 Max chips, and a new MacBook Air powered by the M5 chip.
