Apple has kicked off one of its busiest spring product cycles in recent years, opting for a multi-day rollout instead of a single keynote. The announcements began on March 2 and will continue through March 4, blending press releases, product videos and exclusive in-person media briefings. CEO Tim Cook teased a “big week ahead,” and Apple delivered immediately with fresh updates across the iPhone and iPad lineup.
The spotlight is firmly on performance upgrades and value positioning. From a more powerful budget iPhone to a refreshed iPad Air with Apple’s latest silicon, the company appears focused on strengthening its mid-range ecosystem. More launches are expected before the week ends, including potential MacBook and desktop refreshes. Here’s everything you need to know about how to follow the event and what Apple has unveiled so far.
Apple is not hosting a traditional livestream keynote this time. Instead:
Announcements are being released via the official Apple Newsroom.
Product videos are being uploaded to Apple’s YouTube channel.
Media are attending a “Special Apple Experience” in New York, London and Shanghai for hands-on sessions.
For real-time updates, major tech publications are running live blogs covering every announcement as it drops.
iPhone 17e
Priced at $599.
Powered by the new A19 chip.
Base storage doubled to 256GB.
Features Ceramic Shield 2 protection.
Available in Black, White and Soft Pink.
Now includes MagSafe support.
iPad Air
Available in 11-inch ($599) and 13-inch ($799) models.
Upgraded to the M4 chip.
Increased unified memory.
Adds Wi-Fi 7 support.
Positioned as a performance boost over the previous M3 version.
More announcements are expected as Apple continues its three-day rollout.
Apple’s “big week” is far from over. Still anticipated:
A19 base iPad refresh
M5 Pro / M5 Max MacBook Pro
M5 MacBook Air
Mac Studio update
Studio Display refresh
Potential iOS 26.3 rollout
More announcements are expected before the March 4 in-person Apple Experience concludes.
Alongside the iPhone 17e and iPad Air M4, Apple introduced a vibrant Spring Collection of silicone cases, crossbody straps and Apple Watch bands. New shades include Bright Guava, Electric Lavender, Vanilla and Anchor Blue. Premium Hermès bands also get fresh colors, plus updates for Sport Band and Sport Loop models.
The iPhone 17e brings an A19 chip, improved MagSafe charging and 256GB base storage at $599, making it a strong mid-range option. It skips some premium features found on the iPhone 17, but delivers solid value. Are you upgrading, or sticking with your current phone?
The iPhone 17e keeps the same starting price as its predecessor but doubles base storage to 256GB. It undercuts the iPhone 17 by $200 / £200 while offering the same A19 chip and MagSafe. However, it misses out on an ultra-wide camera, 120Hz ProMotion display and Center Stage front camera.
Apple refreshed the iPad Air but hasn’t announced a 12th-gen base iPad yet. Rumors point to an A18 chip upgrade that would enable Apple Intelligence support. With two event days remaining, a standard iPad refresh still appears likely, though it may play a secondary role to Mac announcements.
The iPhone 17e expands its color lineup with a new Soft Pink finish, alongside Black and White. While not as bold as other iPhone 17 shades, it adds personality to the entry-level model and corrects last year’s limited two-color offering.
On paper, the iPhone 17e shapes up as a strong mid-range option. It delivers the A19 chip, MagSafe support and 256GB base storage at $599. Compromises include a 60Hz display and notch design, but pricing makes it attractive for upgraders.
The M4 iPad Air brings up to 30% faster performance than the M3 version. It adds Wi-Fi 7, Bluetooth 6, Thread, Apple’s N1 networking chip and optional C1X modem for faster 5G. Pricing remains unchanged, reinforcing its position as a high-value performance tablet.
Apple has released a fast-paced, one-minute promo spotlighting the iPhone 17e’s key upgrades. Unlike its usual cinematic ads, this one leans into a rapid voiceover and quick-cut visuals, running through the A19 chip, MagSafe support, 256GB base storage and durability upgrades in punchy fashion.
The tighter, feature-first format signals Apple’s focus on value and performance, positioning the 17e as a powerful mid-range option without the Pro price tag.
Apple has launched iPhone 17e in India with its new A19 chip, 48MP Fusion camera and MagSafe charging. The smartphone features a 6.1-inch OLED display, IP68 rating and satellite connectivity for emergencies. Running iOS 26, it starts at Rs 64,900 for the 256GB variant, targeting buyers seeking flagship performance at a lower price.
Apple has begun its multi-day product rollout with the iPhone 17e and iPad Air M4. The iPhone 17e brings the A19 chip, 256GB base storage and MagSafe support at $599. The iPad Air M4 focuses on performance gains rather than design changes, starting at $599 for the 11-inch model. More announcements are expected this week.
The most anticipated reveal remains a rumored budget MacBook powered by the A18 Pro chip. Expected to target Chromebooks and entry-level Windows laptops, pricing could fall between $599 and $699. Reports suggest playful colour options and strategic cost cuts. If launched, it would mark Apple’s boldest push into the affordable laptop segment in years.
Apple may also unveil MacBook Pro models with M5 Pro and M5 Max chips, alongside a MacBook Air M5 refresh. An updated Mac Studio with a possible M5 Ultra chip and a new Studio Display could follow. Most upgrades are expected to focus on performance bumps rather than major design overhauls.
Despite reports of rising RAM costs, Apple has kept starting prices unchanged for the iPhone 17e and iPad Air M4. An entry-level iPad 12 with an A18 chip and 8GB RAM is also tipped to arrive, potentially bringing advanced AI features to the base model. Retail stores are reportedly preparing for a surge in buyers.
Apple launched the MacBook Neo at $599, the cheapest MacBook ever. To reach that price, Apple cut features: A18 Pro chip instead of M-series, only 8GB RAM, smaller display, fewer ports, weaker battery, and reduced audio, camera, and keyboard capabilities.
Apple rolled out iOS 26.3.1 and macOS Tahoe 26.3.1, delivering security patches and bug fixes. The update is required for compatibility with Apple’s new Studio Display and Studio Display XDR, which rely on deeper macOS integration and updated system components.
Apple confirmed that Studio Display and Studio Display XDR require macOS Tahoe 26.3.1 because of tight OS-level integration. Older Intel Macs lack the GPU capabilities—especially Display Stream Compression (DSC)—needed to fully support the displays’ high pixel throughput.
Apple currently restricts customers to two MacBook Neo purchases per order. The company has not explained the limit, but it likely aims to prevent reseller stockpiling and maintain supply during the early demand surge following the budget MacBook launch.
Despite having only two side-firing speakers, early impressions suggest the MacBook Neo delivers surprisingly strong sound. Reviewers noted noticeable chassis vibration and decent audio depth during testing, indicating Apple tuned the speakers effectively despite limited hardware.
Apple also announced refreshed MacBook Air and MacBook Pro models powered by the M5 family of chips, alongside the new Studio Displays. The lineup focuses on higher performance, improved displays, and expanded memory options compared with previous models.
Apple stripped several premium features from the Neo: 8GB RAM only, smaller 13-inch sRGB display, non-backlit keyboard, two USB-C ports, limited charging speed, smaller battery, and fewer speakers and microphones, clearly positioning the device as an entry-level Mac.
Early hands-on impressions say the MacBook Neo feels far more expensive than its price suggests. Reviewers describe the chassis, keyboard, and overall build quality as similar to higher-end MacBooks, giving the device a premium feel despite its budget hardware.
The “Neo” branding initially sounded unusual, but reviewers say the name fits Apple’s strategy: the device challenges expectations about what a budget MacBook can deliver, echoing the “Matrix-style rethink” of assumptions about price and capability.
Even with a smaller 13-inch screen, the MacBook Neo supports external monitors via USB-C. Apple demonstrated the laptop paired with the new Studio Display and Studio Display XDR—an ironic combination where a $599 laptop powers a $3,299 display.
Small grille openings on the MacBook Neo initially confused observers, appearing similar to SD card slots. Closer inspection revealed they are actually speaker grilles, housing the laptop’s unusual side-firing audio system.
Starting at $599, the MacBook Neo undercuts the MacBook Air by roughly $500, making it Apple’s most affordable laptop ever. The pricing signals Apple’s push to attract students and first-time Mac buyers into the ecosystem.
Battery life marks another compromise. Apple estimates 11 hours of web browsing and 16 hours of video streaming, noticeably below the MacBook Air and MacBook Pro due to the Neo’s smaller 36.5Wh battery.
Unlike other MacBooks, the Neo offers no customization. Buyers must choose between just two configurations, both with 8GB RAM, reinforcing Apple’s goal of keeping manufacturing costs low through simplified product SKUs.
Apple sells the Neo in two variants:
256GB model for $599
512GB model for $699 with Touch ID
Apple ties Touch ID to the higher-storage model, an unusual move that further differentiates the two configurations.
Apple’s marketing for the Neo uses a rounded variation of the San Francisco typeface, thicker and softer than typical Apple branding. Observers say the typography signals a more playful identity for the entry-level Mac.
The MacBook Neo has an extremely simple port setup: two USB-C ports on the left side and a headphone jack, with no ports on the right side at all. One USB-C port supports USB 3 while the other runs at USB 2 speeds.
Apple introduced four colors—Silver, Indigo, Blush, and Citrus—but they appear more muted in real life than marketing images suggest. The finishes reflect light nicely but avoid the bright, saturated tones some expected.
Journalists handling the Neo describe it as slightly thicker than the MacBook Air but extremely light. The Magic Keyboard and trackpad feel familiar and premium, reinforcing Apple’s reputation for build quality even in budget hardware.
Apple hosted journalists at a New York “special experience” event where the Neo debuted alongside other Mac announcements. The company synchronized the presentation with global press releases and pre-orders that opened shortly after the reveal.
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