Apple has officially announced a special event for March 4, 2026 at 9 a.m. ET, inviting members of the press to what it’s calling a “special Apple Experience.”
Notably, Apple is avoiding its usual “Apple Event” branding. That subtle wording shift is interesting. It could signal a more focused product launch rather than a full-scale keynote packed with major software reveals.
Separate press gatherings are also reportedly being held in Shanghai and London, suggesting this is more than a minor announcement.
So what could Apple unveil?
iPhone 17e could make its debut
One of the most anticipated products is the iPhone 17e.
The “e” line has increasingly become Apple’s way of refreshing its entry-tier iPhone with modern internals while keeping the price relatively accessible. If Apple sticks to that formula, the iPhone 17e could feature updated silicon, improved battery life, and possibly design tweaks that align it more closely with the current flagship lineup.
For markets where pricing sensitivity matters, this could be the headliner.
M5 MacBook Pro and Mac updates
Apple is also rumored to be preparing updates to its Mac lineup, including refreshed MacBook Pro models powered by M5 Pro and M5 Max chips.
If that happens, performance gains will likely be the main story. Apple’s recent Mac updates have focused on incremental but meaningful improvements in efficiency and sustained performance rather than dramatic redesigns.
Other Mac-related rumors include:
- A new low-cost MacBook powered by A18 Pro
- An M5 MacBook Air
- New Mac displays
It’s unclear whether Apple will announce all of these at once or stagger releases across the spring.
New iPads in the pipeline
The iPad lineup may also get attention.
Reports suggest a base iPad update with an A19 chip and a refreshed iPad Air with M4. While not headline-grabbing, these updates would round out Apple’s spring hardware cycle and keep the tablet lineup aligned with its latest silicon strategy.
iOS 26.4 beta incoming?
On the software side, Apple is expected to release the first beta of iOS 26.4 soon. This update could include new Siri features powered by Google Gemini integration, continuing Apple’s gradual expansion of AI capabilities.
Whether that gets stage time at the March 4 event or quietly rolls out to developers remains to be seen.
Why this event matters
The branding as an “Apple Experience” suggests something curated. Possibly a tighter, product-focused showcase rather than a sweeping WWDC-style presentation.
March events traditionally focus on Macs and iPads, but the addition of the iPhone 17e could make this more significant than a routine spring refresh.
If Apple delivers a compelling low-cost iPhone alongside meaningful Mac updates, this could set the tone for the company’s hardware strategy in 2026.
