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Apple will start unveiling new products on Monday, 2 March 2026, chief executive Tim Cook confirmed in a post on X, calling it a ‘big week ahead.’ The teaser video ends with an Apple logo appearing on a MacBook lid, suggesting that the Mac lineup will be central to the announcements.
Reports indicate the company will make the reveals over three consecutive days through press releases on its Newsroom website, rather than hosting a single launch event. This rolling format allows each product to get individual attention while keeping the news cycle active throughout the week.
Along with the online announcements, Apple has invited a select group of journalists and content creators to an ‘Apple Experience’ on March 4, 2026, in New York, London, and Shanghai.
The sessions are expected to provide early hands-on access to the newly announced devices. Apple has used similar formats in recent launches to enable media and creators to interact with products immediately after their debut.
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The upcoming refresh is expected to cover multiple categories. A lower-cost MacBook could be a key highlight, aimed at strengthening Apple’s position in the entry-level laptop segment. The company is expected to launch a new iPhone, which will be named iPhone 17e as its affordable option for the current product line.
The upcoming iPad Air upgrade will feature the M4 chip as its next enhancement, while the upcoming iPad 12 will use the A18 processor with Apple Intelligence capabilities. Apple will introduce a MacBook Air powered by the M5 chip, along with new MacBook Pro models that will use M5 Pro and M5 Max processors as part of its ongoing custom silicon development.
