Apple plans a three-day wave of announcements starting March 2nd.

In spring 2026, Apple is breaking with tradition and planning a multi-day series of product launches instead of a single keynote address. A flood of hardware updates is expected between March 2nd and 4th, culminating in exclusive hands-on sessions for the press.

Strategy change: “Apple Experience” instead of classic live stream

The releases planned for the first week of March follow an unusual schedule. According to Industry insiders like John Gruber and Mark Gurman from Bloomberg Apple is planning a three-day announcement period, beginning on Monday, March 2nd. The focus will not be on a single large video stream, but rather on a series of press releases, supplemented on Wednesday, March 4th, by local events in major cities like London, New York, and Shanghai. Apple explicitly refers to this culmination as an "Experience," suggesting that the emphasis will be on the hands-on experience of new hardware, rather than inviting the global public to a digital live stream.

Focus on a new low-cost MacBook and the iPhone 17e

One of the key highlights is expected to be a new entry-level MacBook. The invitations for the event already hint at the color palette in which this device is expected to be released. Since Apple is explicitly inviting people to hands-on sessions on March 4th, it's safe to assume that this MacBook will feature a new industrial design, as a mere chip upgrade would hardly justify the trip of international media representatives. The unveiling of the iPhone 17e is also expected. This model will succeed the iPhone 16e, which was released in February 2025. Given the dwindling stock of its predecessor at retailers, this release is considered a certainty.

Model updates in the iPad and Mac segments

In addition to the completely new models, a broad update of the existing portfolio is imminent. The iPad Air is slated for an upgrade to the M4 chip, while the standard iPad will be equipped with the A18 processor to meet the performance demands of current software features. Significant changes are also underway in the laptop lineup. Both the MacBook Pro series and the MacBook Air are about to be updated to the latest chip generations. The imminent nature of these updates is evident in Apple Stores worldwide, where stocks of the current M4 models and various Apple Watch bands have already been noticeably reduced.

Desktop hardware and availability

In the realm of desktop solutions, reports point to a new Apple Studio Display and updated Mac Studio models. Apple Retail Stores are reporting extreme supply shortages, particularly of the Studio Display, which is usually a sure sign of an imminent generational change. Whether Apple will present all these products together in the first week of March or release some desktop updates staggered throughout the spring remains to be seen. The prices for the new Pro models are expected to be in line with current pricing, while the new low-cost MacBook could occupy a strategically important price point below the current Air models.