Apple Plans Three-Day Product Blitz Starting March 2: What to Expect

Apple is likely preparing for a massive week of announcements starting Monday, March 2. According to Bloomberg’s Mark Gurman, the iPhone maker will skip its traditional single-day keynote in favour of a three-day flurry of product reveals, ending in a series of hands-on Apple Experiences for the press in New York, London, and Shanghai on March 4.

A New Strategy for 2026

This year’s rollout strategy appears to mimic the Mac Week approach Apple used in late 2024. Instead of one long presentation, Apple is expected to drop news via press releases and videos across Monday and Tuesday, using Wednesday as a showcase day for media to test the new hardware in person. The lack of a scheduled livestream suggests that the Apple Experience on March 4 is designed for hands-on impressions rather than a live stage event.

The Headliner: A Low-Cost MacBook

The most anticipated reveal is a brand-new, entry-level MacBook designed to compete with budget Windows laptops and Chromebooks. Rumours suggest this device will revive the simple MacBook branding and feature a 12.9-inch display.

The invitation for the March 4 event features vibrant yellow, green, and blue colours, which are expected to be the signature finishes for this new laptop. To keep costs down, Apple will likely use an iPhone-class chip (likely the A18 Pro) marking a major shift in how the company powers its MacBooks.

iPhone 17e and New iPads

The iPhone 17e is also all but confirmed for the March launch. As the successor to the 16e, it is expected to feature the A19 chip, MagSafe charging, and Apple’s first in-house 5G modem.

In the iPad category, Apple is expected to refresh the iPad Air with an M4 chip and introduce a 12th-gen base iPad powered by the A18 processor. This update will finally bring Apple Intelligence support to the entry-level iPad. There’s not a lot to cheer about Apple Intelligence at the moment, but the basic iPad will now be ready for the coming AI Siri (powered by Gemini).

M5 MacBook Pro and Air Refreshes

While the budget MacBook is the highlight, Apple’s pro users are also in for an update. Gurman reports that new 14-inch and 16-inch MacBook Pro models equipped with M5 Pro and M5 Max chips are ready. The MacBook Air is also slated for an upgrade to the standard M5 chip. With inventory of current M4 models drying up at retail stores, these refreshes appear imminent.

Other Potential Surprises

Though it might be overkill to release everything at once, refreshed Mac Studio desktops and a new Apple Studio Display are also in the pipeline, says Gurman. Retailers are reporting extreme shortages of the current Studio Display, hinting at a second-gen with mini-LED technology, might be coming soon.

Again, it’s no surprise there is no spring event from Apple, as last year didn’t have one either. Apple just announced a new M4 MacBook Air, iPad 7, iPad 11 and Mac Studio update all via press release on March 5. Looks like they’re sticking to the same thing again, but with a planned hands-on event for media on the final day.