Apple to unveil at least five new devices in early March: Three-day announcement cycle

Apple is preparing an unusual multi-device launch. From March 2 to 4, 2026, the company will hold a three-day series of announcements, during which at least five new products are expected to be introduced. This was reported by Bloomberg, citing sources in the supply chain and invitations sent to media representatives and bloggers.

Unusual Format: No Traditional Event

Unlike its classic keynote presentations with live online broadcasts, Apple has chosen a more low-key approach this time. In February, the company sent out invitations to events titled Apple Experience, scheduled for March 4 in New York City, London, and Shanghai. Attendees will be able to get hands-on experience with the new devices following the official announcements.

The launch itself will most likely be limited to a series of press releases published in the Apple Newsroom section of the company’s website — without a video presentation and without the famous stage at Steve Jobs Theater.

Apple has used this format before for “quiet” updates when it did not want to turn mid-range product refreshes into large-scale shows.

What to Expect

According to Bloomberg, several device categories will be in focus:

A budget MacBook with a 12.9-inch display and a modified version of the A18 Pro chip (the same chip used in iPhone 16 Pro). This is expected to become Apple’s most affordable laptop in recent years, featuring an expanded range of body colors.

iPhone 17e — a new model in the lineup that will replace or complement the iPhone SE. It is expected to feature the A19 chip, MagSafe support, Apple’s in-house C1X modem, and the N1 Wi-Fi chip with support for the Wi-Fi 7 standard.

Updated iPad and Mac models — among the likely premieres are iPad Air with the M4 chip, MacBook Air with M5, and MacBook Pro with M5 Pro and M5 Max processors.

All of these devices belong to the mid-range and upper segments, but without revolutionary design changes — rather, they represent scheduled hardware upgrades and software improvements.

Why Now and Why This Format

Apple traditionally holds major events in the fall (flagship iPhone models) and in the spring (iPad, Mac, and accessories). However, in 2026, the company decided to split its spring announcements across several days and forgo a large-scale broadcast. This may be due to the incremental nature of the updates, as well as a desire to test market reaction to individual releases without excessive hype.

The Apple Experience events on March 4 will allow bloggers and journalists to test the devices immediately and publish first impressions — an effective way to quickly spread information across social media and news outlets.

When to Expect Official Releases

Press releases are expected between March 2 and 4, 2026. Pre-orders for the new devices will likely open within a week of the announcements, with sales beginning in mid to late March. Exact dates will only be confirmed after the official announcements.

In Brief

Apple will conduct a three-day announcement cycle from March 2 to 4, 2026, without a traditional large event or live stream. At least five new products are expected: a budget 12.9-inch MacBook powered by A18 Pro, iPhone 17e with A19 and Wi-Fi 7, updated iPad Air (M4), MacBook Air (M5), and MacBook Pro (M5 Pro/Max). Announcements will be made via press releases in Apple Newsroom, and in-person Apple Experience events will take place on March 4 in New York City, London, and Shanghai.