Tim Cook Teases 'Big Week Ahead' as Apple Prepares 3-Day Hardware Launch Starting Monday

Apple CEO Tim Cook has kicked off next week's hardware announcements, confirming that new product reveals will begin Monday morning. In a brief post on X, Cook wrote, "A big week ahead. It all starts Monday morning! #AppleLaunch," signaling a multi-day rollout.



Cook's post aligns with recent reports pointing to a staggered release schedule. Instead of a single pre-recorded keynote, the company is planning a three-day product rollout spanning Monday through Wednesday. The announcements will culminate in a hands-on media event scheduled for March 4 in New York City, alongside concurrent sessions in London and Shanghai, where invited press will get a closer look at the newly revealed devices.


Among the expected announcements is a refresh to the high-end Mac lineup. Retail inventory for the current 14-inch and 16-inch MacBook Pro models has tightened globally, clearing the way for new machines powered by M5 Pro and M5 Max chips. Apple is also believed to be introducing a new low-cost MacBook aimed at the education and enterprise sectors. Unlike the rest of the Mac family, this entry-level model will reportedly run on an iPhone-class A18 Pro processor to keep costs down while still utilizing an aluminum chassis offered in a variety of vibrant colors.

Alongside the Mac updates, Apple is expected to introduce the iPhone 17e as the next model in its lower-priced lineup. The $599 device is expected to drop the display notch in favor of the Dynamic Island and inherit the A19 chip from the flagship iPhone 17 lineup, enabling support for Apple Intelligence and adding MagSafe wireless charging. The tablet family is due for internal spec bumps as well. Rumors indicate the iPad Air will move to the M4 chip and the base iPad will adopt the A18 processor.

Additional announcements may include new external monitors. Recent discoveries in the macOS 26.3 code revealed identifiers for two unreleased Studio Display models. These updated screens are anticipated to bring ProMotion support and HDR capabilities to Apple's consumer desktop ecosystem for the first time.

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