Apple might take a new approach to announcing its next products

In Brief Posted: 3:08 PM PST · February 22, 2026 Image Credits:Apple Anthony Ha Apple might take a new approach to announcing its next products Apple has invited the tech press to a “special Apple experience” on March 4, but it might unfold a bit differently than the company’s standard press event. Bloomberg’s Mark Gurman reports that instead of announcing everything at a single keynote, Apple is planning a “three-day flurry of announcements” — presumably announced online, and culminating in the March 4 “experience” that will consist of be three events in New York, London, and Shanghai, where the press will be offered a chance to get hands-on with the upcoming products. Similarly, Daring Fireball’s John Gruber speculated that the experience could be “a hands-on thing with in-person demos.” Apple will reportedly be announcing at least five new products during that time, including a low-cost MacBook. Other reported possibilities: the iPhone 17e, an iPad Air with an M4 chip, a new entry-level iPad, and an upgraded MacBook Air and new MacBook Pro models. Gurman said all of those products are due this spring, but he sounded less certain about which ones will be announced when. Topics Apple, Hardware October 13-15 San Francisco, CA Save up to $680 on your pass before February 27.Meet investors. Discover your next portfolio company. Hear from 250+ tech leaders, dive into 200+ sessions, and explore 300+ startups building what’s next. Don’t miss these one-time savings. REGISTER NOW Newsletters See More Subscribe for the industry’s biggest tech news TechCrunch Daily News Every weekday and Sunday, you can get the best of TechCrunch’s coverage. TechCrunch Mobility TechCrunch Mobility is your destination for transportation news and insight.

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