Apple CEO Tim Cook has confirmed that the company will start announcing new products on Monday morning, starting a release cycle that includes a press “experience” on Wednesday. The first product to be announced is expected to be the iPhone 17e, followed by updates to iPads and MacBooks.
A teaser video released by Apple shows an incomplete Apple logo being shaped up with a squeeze and a flick, suggesting that the company plans to reveal more than one day of announcements. John Gruber of Daring Fireball and Mark Gurman at Bloomberg previously suggested that Apple might be preparing for a multi-day press release week, which is now confirmed.
Apple will host media on Wednesday, March 4, in New York City, London, and Shanghai, with no single event keynote expected. Instead, it’s likely to be a few days of press releases, including specific product videos and hands-on opportunities.
The anticipated new products include an updated iPhone, iPads with improved Apple Intelligence support, and MacBooks with the first A-series iPhone-class chip. Other expected upgrades include iPad Air with the M4 chip and new desktop displays.
Apple fans are excited to see what’s in store for this year’s releases, so share your expectations in the comments below!
Source: https://9to5mac.com/2026/02/26/new-apple-product-launch-starts-monday-tim-cook-confirms