New Apple product launch week starts Monday, Tim Cook confirms

Apple CEO Tim Cook just confirmed that the company will announce new products starting “Monday morning.” This will be the start of a release cycle that includes a press “experience” on Wednesday. 9to5Mac’s Chance Miller will be in attendance in New York City.

A pre-experience teaser

Here’s the teaser, confirming “a big week ahead” that starts Monday morning. It shows hands revealing an incomplete Apple logo before shaping it up with a squeeze and a flick. The gray color scheme resembles a silver, aluminum Apple product.

While the teaser video is a bit cryptic, the message is clear: Apple plans to announce new hardware starting Monday, March 2, and we should expect more than one day of announcements.

John Gruber of Daring Fireball first suggested a multi-day press release week could be upon us, and Mark Gurman at Bloomberg backed up the idea through reporting. Now it’s basically confirmed by Apple.

Apple will host media on Wednesday, March 4, at locations in New York City, London, and Shanghai, but we don’t expect a single event keynote. Instead, it looks like we’re in for a few days of press releases, likely with specific product videos, and a fun hands-on opportunity to wrap up the announcements.

What to expect

Apple is expected to announce a variety of new products, including the iPhone 17e, updated iPads, and a more affordable MacBook.

A year ago, Apple replaced the years-old iPhone SE with the more modern iPhone 16e as the entry level iPhone in the lineup. A year later, Apple is expected to switch to an annual cadence for updating its lower-priced iPhone.

The 11th-gen base model iPad also arrived a year ago, and a new version could add Apple Intelligence support. The two prior models arrived in 2022 and 2021, so new updates can be hard to predict.

iPad Air is also due for an upgrade, from the current M3 chip to the more recent M4 chip. Apple has updated the iPad Air with M-series chips in 2022, 2024, and 2025.

In the Mac department, we expect to see the first A-series iPhone-class chip inside a Mac product. The M4 MacBook Air and M4 Pro/Max MacBook Pro updates are due for replacements. Apple has released the M5 chip, but only inside the iPad Pro and 14-inch MacBook Pro. Apple is also expected to release new desktop displays this year.

What are you most excited to see? Let us know in the comments!

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