Apple's March 4 Event Breaks from Tradition

The tech giant's upcoming event will take place across multiple cities, signaling a shift in Apple's product launch strategy.

Published on Feb. 17, 2026

Got story updates? Submit your updates here. ›

Apple's next major event is scheduled for March 4, but it will not be held at the company's Apple Park headquarters as is typical. Instead, the event will take place simultaneously in New York City, London, and Shanghai, a highly unusual move for the tech giant. Industry observers are speculating that this unconventional approach could mean the event will focus more on showcasing Apple's tools and technologies to creators and influencers rather than unveiling major new product launches.

Why it matters

Apple's events are closely watched by the tech industry, as they often serve as the launchpad for the company's latest and greatest hardware and software. The decision to hold this event across multiple locations, rather than at Apple Park, suggests the company may be shifting its strategy to engage more directly with content creators and social media influencers, rather than focusing solely on traditional product announcements.

The details

Historically, Apple has held the majority of its special events at Apple Park, taking advantage of the Steve Jobs Theater and the controlled environment the campus provides. However, the March 4 event will break from this pattern, with simultaneous gatherings planned for New York City, London, and Shanghai. This unusual approach has led to speculation that the event may be more focused on showcasing Apple's tools and technologies for creators, rather than unveiling major new product launches. The lack of streaming information in the event invitations further suggests the event may not follow the typical Apple launch format.

  • The March 4 event will take place across three locations: New York City, London, and Shanghai.

The players

Apple

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

Got photos? Submit your photos here. ›

The takeaway

Apple's decision to hold its upcoming event across multiple locations, rather than at its Apple Park headquarters, signals a potential shift in the company's product launch strategy. Instead of focusing solely on major hardware unveilings, Apple may be looking to engage more directly with content creators and social media influencers, showcasing its tools and technologies for these important audiences.