Apple has begun an action-packed week of product unveilings, introducing the new iPhone 17e and iPad Air M5 as the first highlights of a multi-day event. The company is moving away from its traditional single-day keynote, opting instead for a staggered, three-day rollout that promises a steady stream of new devices, updates, and surprises.
Tim Cook himself teased the developments earlier in the week with a post on X, calling it a “big week ahead.” True to his word, Apple officially opened the series of announcements on March 2 with its latest iPhone and iPad models, signaling a busy few days ahead for tech enthusiasts and industry watchers alike.
The company is expected to continue unveiling new products through Wednesday, March 4, at 9 a.m. ET. Among the anticipated reveals is a new budget-friendly MacBook A18 Pro, rumored to come in playful green and yellow color variants. Apple may also share updates to its broader software ecosystem and future hardware plans during the event’s progression.
Capping off the launch week will be a “Special Apple Experience”, an exclusive hands-on session for members of the media. Scheduled for March 4, this event will take place simultaneously in New York City, London, and Shanghai, offering select attendees an opportunity to explore Apple’s latest innovations up close. The sessions will commence at 9 a.m. EST / 2 p.m. GMT / 6 a.m. PST.
Interestingly, Apple is forgoing its traditional livestream keynote this time around. Instead, the Apple Inc. will release official product videos and announcements through press releases and its YouTube channel over the three-day period.
Media outlets such as Tom’s Guide will attend the in-person sessions, providing hands-on impressions and first-look reviews as the event unfolds.
With the promise of fresh hardware, colorful designs, and perhaps a few unexpected announcements, Apple’s March event marks an exciting start to the company’s 2026 product cycle, one that blends global accessibility with a more dynamic rollout strategy designed to keep anticipation high throughout the week.
