Apple Sets March 4 Showcase for New Products

The tech giant invites media to in-person events in three cities, with the iPhone 17e rumored to debut.

Published on Feb. 16, 2026

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Apple has announced a 'special Apple Experience' event on March 4, with in-person gatherings planned for New York, London, and Shanghai. While the company has not provided details on what will be announced, reports suggest the event could see the debut of the mid-range iPhone 17e and other new products expected in the first half of 2026.

Why it matters

The March 4 event comes shortly after Samsung's Galaxy Unpacked showcase, where the Galaxy S26 series is expected to be unveiled. Apple's announcement indicates the tech giant is not prepared to cede the spotlight for long, as it looks to maintain momentum in the competitive smartphone market.

The details

Apple's invitation for the March 4 events uses different branding than the company's typical 'Special Event' language, simply asking media to 'join us in person.' This suggests the showcases may not follow the traditional Apple keynote format. While specifics are unclear, Bloomberg's Mark Gurman reports Apple is preparing to announce several new devices in the coming weeks, including updated Macs, iPads, and the iPhone 17e.

  • The March 4 events are scheduled to kick off at 9:00 AM ET.
  • The iPhone 17e is expected to debut around this time, as the previous model launched in late February last year.

The players

Apple

A multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services.

Mark Gurman

A reporter for Bloomberg who covers Apple and other tech companies.

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What they’re saying

“Apple has sent out invites to a 'special Apple Experience' on March 4 in New York, London, and Shanghai.”

— Aamir Siddiqui, Reporter (Android Authority)

What’s next

Apple has not yet confirmed any specific hardware for the March 4 events, but the timing could align with the anticipated debut of the iPhone 17e.

The takeaway

Apple's upcoming showcase signals the tech giant's intent to maintain its competitive edge in the smartphone market, even as rivals like Samsung unveil their latest flagship devices. The potential launch of the iPhone 17e and other new products could help Apple stay relevant and appeal to a range of consumers.