Apple CEO Tim Cook confirmed on February 26th via social media that the company will kick off a multi-day launch event next week. Cook wrote in a post: "A big week is coming! It all starts Monday morning!" The text was accompanied by a short video showing a hand molding grey material into the Apple logo, with background music from Hark Madley, which has been used in previous Apple launch events.

Previously, Bloomberg reporter Mark Gurman reported on February 23rd that Apple might change its product launch strategy, shifting from a single-day release to a phased approach. According to Gurman, Apple plans to hold a special "experience" event on March 4th, typically an opportunity for media hands-on time, with product announcements expected in the days leading up to the event.

Sources indicate that starting from March 2nd, at least five new products are expected to be announced this week, with the launch schedule potentially spread across Monday, Tuesday, and Wednesday. If accurate, this means Apple will conduct an intensive three-day launch sequence rather than announcing all products at once.

Based on earlier rumors, this multi-day Apple launch event may include the iPhone 17e, new iPad models, and a long-rumored low-cost MacBook. Reportedly, this MacBook will feature a 12-inch display and an Apple A-series processor, typically used in iPhones and iPads. Other rumors also suggest new MacBook Pro models may come equipped with M5 Pro and M5 Max processors.

Apple has not announced plans to livestream the March 4th event, further indicating it may not be a traditional launch presentation. The brand will host experience events in London, New York, and Shanghai. Looking back, Apple conducted a three-day Mac product launch in October 2024, including M4 upgrades for the iMac, Mac mini, and MacBook Pro.