Tim Cook has officially confirmed that Apple will kick off a week of product announcements beginning Monday morning, signaling one of the company’s multi-day hardware rollouts rather than a single keynote event.
In a teaser shared ahead of the announcements, Cook hinted at “a big week ahead.” The short clip shows hands forming an incomplete Apple logo before snapping it into place. The metallic gray finish strongly suggests new aluminum hardware is on the way.
The message is clear. New Apple products are coming, and not all at once.
No traditional keynote, but media events are planned
Apple will host members of the press on Wednesday in New York City, London, and Shanghai. However, this does not appear to be a traditional livestreamed keynote.
Instead, expect a series of press releases, product videos, and hands-on demonstrations across multiple days. This format mirrors previous staggered launch weeks where Apple spaces out announcements to give each product more attention.
Industry watchers including John Gruber and Mark Gurman previously suggested Apple was preparing a multi-day rollout. Cook’s confirmation now makes it official.
What Apple Is Expected to Announce
Here is what could headline Apple’s launch week:
iPhone 17e
Apple is expected to update its entry-level iPhone again this year with the iPhone 17e. Last year, the company replaced the aging iPhone SE with the iPhone 16e, modernizing its lower-cost lineup.
If Apple shifts to an annual update cycle for its budget model, this would mark a significant strategy change. The 17e could bring performance improvements and possibly new Apple Intelligence capabilities at a lower price point.
Updated iPads
The base iPad may receive its 12th-generation refresh. The current model launched a year ago, and a new version could include support for Apple Intelligence features.
The iPad Air is also expected to move from the M3 chip to the newer M4 chip. Apple has been steadily upgrading the iPad Air with M-series silicon, and this update would keep it aligned with the rest of the lineup.
Mac updates including an A-series Mac
In the Mac category, Apple may introduce its first Mac powered by an A-series chip traditionally used in iPhones, and available in a range of fun colors. That would represent a notable shift in its silicon strategy.
The MacBook Air and MacBook Pro are also due for refreshes. While the M5 chip has already appeared in select devices, broader adoption across the Mac lineup is still pending.
There are also expectations of updated external displays later this year.
A packed week ahead
Rather than compressing everything into a single keynote, Apple appears ready to stretch announcements across several days. This approach allows each product to stand on its own while still creating sustained momentum.
With iPhones, iPads, Macs, and possibly new silicon strategies in play, this could be one of Apple’s more strategically important launch weeks in recent memory.
