Tim Cook teases “big week ahead” as Apple set to launch new iPhone, iPads and MacBooks

Apple

• Apple to announce new products daily starting Monday
• iPhone 17e, updated iPads, and new Macs expected this week
• Apple's press events culminate in a March 4 experience

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Apple CEO Tim Cook has confirmed that the company will begin announcing new products starting Monday morning, kicking off what appears to be a multi-day release cycle culminating in a press “experience” on Wednesday, March 4.

In a teaser posted on X, Cook described “a big week ahead” that starts Monday morning. The short video shows hands reshaping an incomplete Apple logo into its familiar form, with a grey, aluminium-like finish hinting at new hardware.

Apple is set to host media on March 4 in New York City, London and Shanghai. However, rather than a traditional keynote, the company appears set to roll out a series of press releases across several days, potentially accompanied by product videos and hands-on briefings.

The staggered format had been suggested by John Gruber of Daring Fireball and later backed by reporting from Mark Gurman at Bloomberg. Cook’s teaser now effectively confirms that Apple is opting for a week-long announcement cycle.

What Apple could announce

Apple is widely expected to unveil multiple products during the week. Among them is the iPhone 17e, positioned as the successor to last year’s iPhone 16e, which replaced the long-running iPhone SE as Apple’s most affordable iPhone. If Apple shifts to an annual refresh cycle for its entry-level model, this would mark a strategic change in how it competes in the lower-price segment.

In the iPad lineup, the base 11th-generation iPad could see an update, potentially adding support for Apple Intelligence. The timing aligns with previous refresh patterns, though Apple’s release cadence in this segment has varied.

The iPad Air is also due for a chip upgrade, likely moving from the M3 to the M4 processor. Apple has been steadily migrating its iPad Air models to newer M-series silicon over the past few years.

On the Mac front, expectations include updates to the MacBook Air and higher-end MacBook Pro models. Apple has already introduced the M5 chip in select devices, but broader adoption across its laptop lineup is anticipated. There are also reports that Apple could introduce a Mac powered by an A-series chip, traditionally used in iPhones, signalling a potentially significant shift in product segmentation.

New external desktop displays are also said to be in development for later this year.

A different kind of launch week

Rather than concentrating all announcements into a single keynote, Apple appears to be spreading its reveals across multiple days. The approach allows each product to command its own spotlight, while still building momentum toward the March 4 press experience.

If the teaser is any indication, Apple wants this to feel less like a single event and more like a sustained rollout. For consumers and investors alike, next week could provide a clearer picture of how Apple plans to refresh its core product lines in 2026.