Apple has something in the works – and it's bigger than initially thought. After the company announced a special Apple Experience event in various cities worldwide on March 4th last week, the first details are now emerging. According to Bloomberg insider Mark Gurman, at least five new products will be unveiled around this event, including hardware, software, and new chips. Anyone who has been waiting for a new MacBook, iPad, or iPhone will likely be watching closely in the coming weeks to see what Apple has to offer.
Apple's announcement strategy has changed repeatedly over the years. While large keynotes were long the preferred method, this time Apple is opting for a completely different format: a multi-day announcement blitz that does without a traditional stage show. Mark Gurman, known for his reliable insider information in the Bloomberg newsletter Power On, has described this format as a "three-day deluge of announcements." It's an effective approach that demonstrates Apple's desire to focus less on spectacle and more on the products themselves.
The new event format: Three days instead of one keynote
The upcoming Apple event will run from Monday, March 2nd, to Wednesday, March 4th, 2026. It will kick off with press releases and likely launch videos, released over three days. The event will conclude with the previously announced in-person Apple experience in various cities worldwide on March 4th. A traditional keynote address is explicitly not planned. Instead, Apple will communicate directly through official channels, without the usual theatrical atmosphere.
At least five products: The complete list of candidates
Gurman's newsletter includes a comprehensive list of potential announcements, clarifying that it will include at least five products, potentially encompassing hardware, software, and chips. Here's an overview of the potential new announcements:
- New, affordable MacBook
- iPhone 17e, unless it's released before the event
- M5 Pro/Max MacBook Pro
- M5 MacBook Air
- M4 iPad Air
- A18 iPad
- M5 Max/Ultra Mac Studio
- Studio Display 2
The affordable MacBook: The safest candidate
Of all the products mentioned, the new, affordable MacBook is considered the most likely. Gurman rates it as "very likely", and for a specific reason: Hints of new color options for this model are already said to be visible in the official Apple invitation to the event. This is a clear indication that this product will play a central role at the event.
Mac Studio and Studio Display: Possible surprises with question marks
Gurman is somewhat more cautious regarding the Mac Studio and Studio Display 2. He mentions both products as part of Apple's pipeline, but considers it potentially "overkill" to introduce both at this event. Anyone waiting for either of these devices should follow the announcements closely, but shouldn't count on any guarantees.
Empty shelves as a sign: These products are almost sold out
A classic sign of impending Apple updates is empty stock in Apple Stores. This is currently the case for several products. The iPhone 16e, the M3 iPad Air, the M4 MacBook Air, and the M4 Pro/Max MacBook Pro are almost sold out in stores. Anyone familiar with Apple's product cycles knows what this means: the successors are just around the corner.
Software and chips: Not just hardware in focus
Gurman explicitly points out that the announcements will not exclusively include new hardware. New software features and chips will also be part of the three-day announcement spree. This has an important consequence for expectations: The figure of at least five products may include software updates and new Apple chips, meaning the number of purely physical new products could ultimately be lower than hoped.
Apple will start directly in 2026
All in all, Apple's upcoming launch into 2026 sounds like one of the company's most product-packed moments in a long time. Three days, at least five announcements, no traditional keynote format, and a product list ranging from affordable entry-level MacBooks to professional desktop systems. Gurman himself describes the event as "a very exciting start to 2026", and that's hardly an exaggeration. Anyone waiting for new Apple hardware has good reason to mark March 2nd to 4th on their calendar. (Image: Apple)
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