Apple is kicking off a new week of announcements. Tim Cook has officially confirmed that Apple will unveil new products "on Monday morning." This sounds like a clear starting signal for several days packed with hardware news, not a single event.
The hint doesn't come from the rumor mill, but directly from Apple. Additionally, there's a teaser announcing "a big week" starting Monday morning. In the video, you see hands uncovering an incomplete Apple logo and then completing it with pressure and a single movement. The gray color scheme suggests a hint at silver aluminum, a typical Apple hardware look.
Although the video is cryptic, the message is quite clear: New Apple products will be released starting Monday, March 2nd, and it probably won't be just a one-day event.
Apple is opting for a multi-day event instead of a keynote
On Wednesday, March 4, Apple will host media representatives in New York City, London, and Shanghai. A single major keynote address is not expected. Instead, it appears likely that the event will follow a format Apple has used repeatedly in recent years: several press releases, presumably accompanied by product-specific videos, and finally, a more "entertaining" hands-on opportunity to round things off.
What is expected to be announced
iPhone 17e: A cheaper iPhone every year?
The iPhone 17e is rumored to be coming soon. A year ago, Apple replaced the long-standing iPhone SE as its entry-level device, introducing the iPhone 16e as a more modern entry-level model. Now, a year later, Apple is expected to switch to an annual update cycle for this more affordable iPhone. This would be a clear departure from the previously rather irregular SE cycle.
iPad (11th generation): Base model with Apple Intelligence option
Something could also happen with the base iPad. The 11th generation iPad was also released a year ago. A new version could support Apple Intelligence. Predicting the exact timing is more difficult because previous models weren't released annually: the two most recent models came out in 2022 and 2021. Nevertheless, an update this week would fit if Apple intends to refresh the entry-level iPad and iPhone simultaneously.
iPad Air: from M3 to M4
The iPad Air is expected to receive an upgrade from the M3 chip to the M4 chip. Apple has already updated the iPad Air with M-series chips in 2022, 2024, and 2025, following up with updates at relatively short intervals. A move to the M4 would continue this trend.
Mac: A-series on the way and M4 generation change
First A-series chip in the Mac
A major innovation is brewing in the Mac market: Apple is expected to introduce an A-series chip (i.e., iPhone-class) in a Mac product for the first time. This would represent an exciting shift in Apple's silicon strategy and would expand the lineup with a new chip category.
M5 MacBook Air and M5 Pro/Max MacBook Pro: Updates are coming
At the same time, updates for the M5 generation are considered overdue or "due":
- M5 MacBook Air
- M4 Pro/Max MacBook Pro
New Apple desktop displays later this year
Furthermore, Apple is expected to announce new desktop displays, which should be released later this year. While not necessarily part of the immediate Monday/Wednesday announcements, this is part of the list of expected developments surrounding Apple's hardware roadmap.
Apple is planning several days packed with new products
Apple will start with new product announcements on Monday, March 2nd, most likely spreading the announcements over several days, and will bring it to a practical close on Wednesday, March 4th, with media events in New York City, London and Shanghai, without a traditional keynote address.
The expected lineup includes the iPhone 17e, updated iPads (including possible Apple Intelligence support for the base iPad), an iPad Air with an M4 processor, as well as Mac-related topics such as A-series chips, M5 updates, and potentially new Apple desktop displays later in the year. Apple itself has thus not only teased the "big week" but effectively confirmed it. (Image: Apple)
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