Apple Unveils Slew of New Devices Ahead of March Event

From low-cost MacBooks to refreshed iPhones and iPads, Apple's upcoming product lineup aims to hit both ends of the market.

Published on Feb. 22, 2026

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Apple is gearing up for a packed launch cycle in the coming weeks, with plans to unveil five new products in the days leading up to its March 4 'Apple Experience' event. The lineup includes a new low-cost MacBook, updated MacBook Air and MacBook Pro models, a refreshed iPhone 17e, and at least one new iPad. This staggered rollout marks a shift from Apple's traditional single-keynote approach, as the company looks to take a more global and experiential strategy.

Why it matters

Apple's upcoming product lineup signals a major refresh across its Mac, iPhone, and iPad lineups, addressing both the affordable and premium ends of the market. The low-cost MacBook, in particular, is expected to reshape the laptop landscape by offering a full macOS experience at a lower entry point, potentially posing a challenge to Windows laptops and Chromebooks.

The details

According to Bloomberg's Mark Gurman, the new devices will be unveiled between March 2 and March 4, with the March 4 event itself taking place simultaneously in New York, London, and Shanghai. The centerpiece of the rollout is the low-cost MacBook, which is designed to compete directly with entry-level Windows laptops and Chromebooks. Instead of using an M-series chip, the device is expected to run on the A18 Pro, the same processor class used in iPhones, allowing Apple to drive down cost while maintaining competitive performance. The refreshed MacBook Air and Pro models, on the other hand, will continue Apple's push for premium performance, likely using the newest generation of its M-series chips.

  • Apple plans to unveil the new devices between March 2 and March 4, 2026.
  • The March 4 event will take place simultaneously 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.

Mark Gurman

A technology journalist who writes for Bloomberg and is known for his insider information on Apple's product plans.

Tim Cook

The CEO of Apple, who has hinted that AI-first hardware will define the company's next decade.

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What they’re saying

“Though the March 4 event won't focus on wearables, Gurman writes that Apple's longer-term roadmap includes a significant push into AI-driven wearables and visual intelligence. This aligns with CEO Tim Cook's recent hints that AI-first hardware will define Apple's next decade.”

— Mark Gurman, Technology Journalist (Bloomberg)

What’s next

Analysts will be watching closely for pricing, performance claims, and how Apple positions the low-cost MacBook against the broader market. This rollout marks the start of a transformative year for Apple, blending aggressive hardware refreshes with a growing shift toward AI-centric product design.

The takeaway

Apple's upcoming product lineup showcases the company's strategy to address both the affordable and premium ends of the market, with the low-cost MacBook potentially reshaping the laptop landscape by offering a full macOS experience at a lower entry point. This staggered rollout also signals a shift in Apple's approach, as the company looks to take a more global and experiential strategy with its product launches.