Apple is about to drop a flurry of new products, inviting press to a mysterious “experience” on March 4. According to Bloomberg’s Mark Gurman, Apple is planning to roll out “at least five” new products spanning hardware, software, and chips. And as John Gruber has speculated, Apple could be planning to announce them via consecutive press releases from Monday to Wednesday, with the March 4 experience acting as a hands-on session.
It wouldn’t be unprecedented. Apple used a similar rapid-fire strategy in late 2024 with several Mac announcements spread across three days. Either way, we’re likely to see some exciting product updates before long.
The most likely launches
We’ve long expected the iPhone 17e to arrive around now, and Gurman says that remains imminent. Its predecessor launched in mid-February last year, so the timing fits.
More intriguing is talk of a low-cost MacBook with a refreshed design. Gurman suggests this is the only product in Apple’s immediate pipeline that genuinely looks new, potentially explaining why media are being flown in for hands-on time. If true, it could be the most interesting MacBook update we’ve seen for a while.
Lots more things
Beyond those two, a string of iterative updates could follow: refreshed entry-level and Air iPads, updated MacBook Air and Pro models, and possibly even a new Mac Studio and Studio Display.
One wildcard is Siri. Apple has already confirmed it’s working with Google’s Gemini to supercharge its assistant, with upgrades expected later this year, potentially in iOS 26.4. Software rarely takes center stage at these mid-cycle events, but a teaser wouldn’t be out of place – especially if Apple wants to show progress on AI ahead of iOS 27 in June.