Apple CEO Tim Cook has confirmed that Apple will begin announcing new products starting Monday morning, kicking off what looks like a multi-day release cycle that runs through midweek and includes an in-person hands-on experience for media on Wednesday. The teaser signals that Apple plans more than a single press release, setting up several days of hardware news.
Cook shared the update in a post on X. The message makes it clear that announcements will begin Monday, March 2, and continue through Wednesday, March 4.
John Gruber of Daring Fireball suggested that Apple was preparing for a multi-day series of press releases, and Mark Gurman at Bloomberg later reported that several products were lined up for announcement, which now aligns with Cook’s public teaser.
Apple is Expected to Announce
Reports point to up to five new products, including a lower-cost MacBook, the iPhone 17e, updated iPads, and refreshed MacBook models with new chips. Apple has also invited selected journalists and creators to an “Apple Experience” in New York, London, and Shanghai on Wednesday at 9 a.m. Eastern Time, where attendees will likely get hands-on time with the newly announced devices.
Apple appears ready to stretch announcements across three focused days, closing the week with direct product demos instead of a traditional keynote.
