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Apple Unveils Slew of New Products at March 4 Events
iPhone 17e, affordable MacBook, M5 upgrades, and more revealed across global press briefings.
Feb. 18, 2026 at 5:15am
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Apple has announced a slew of new products at its March 4 press briefings held in New York, London, and Shanghai. The lineup includes the anticipated iPhone 17e, a more affordable MacBook model, upgraded MacBook Pro variants with M5 chips, a new baseline iPad and iPad Air, and a refreshed Studio Display.
Why it matters
Apple's March 4 event marks a shift in the company's product launch strategy, with localized press briefings in key global markets. This allows Apple to provide hands-on access to a wider range of new devices tailored to different regional needs and preferences.
The details
The highlights of Apple's announcements include an affordable MacBook model priced around $799, featuring the A18 Pro chip, 8GB of RAM, and 256GB of storage. The company also unveiled new MacBook Pro variants powered by the M5 Pro and M5 Max chips, promising significant upgrades in CPU, GPU, and memory bandwidth. Additionally, Apple introduced the M5-based MacBook Air, as well as the iPhone 17e with a 6.1-inch 60Hz OLED display, the A19 chip, 8GB of RAM, and a 48MP primary camera.
- Apple sent out invites for the March 4, 2026 'experience' event.
- The press briefings will take place in New York, London, and Shanghai.
The players
Apple
A multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services.
The takeaway
Apple's March 4 event showcases the company's commitment to addressing the diverse needs of its global customer base, with a range of new products tailored to different markets and price points. The introduction of an affordable MacBook and the continued evolution of the MacBook Pro and iPhone lineups demonstrate Apple's ability to innovate and cater to a wide spectrum of consumers.
