Apple Unveils New MacBook and iPhone 17e at Intimate 'Apple Experience'

The tech giant shifts gears, focusing on hands-on product demos in select cities rather than a traditional keynote.

Published on Feb. 24, 2026

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Apple is hosting a more intimate 'Apple Experience' event on March 4th, inviting select media to hands-on previews of its latest products in New York, London, and Shanghai. The event is expected to showcase a range of updates, from a more affordable iPhone 17e to powerful new M5 chips for MacBook Pro. This strategic move signals Apple's focus on tangible product experiences and a broader market reach.

Why it matters

Apple's shift to the 'Apple Experience' format represents a significant strategic move, potentially signaling a greater emphasis on accessibility and ecosystem integration. The introduction of the more affordable iPhone 17e and a budget MacBook model could help Apple challenge competitors in the value-conscious market, while advancements in its silicon roadmap with the M5 chips aim to solidify its performance advantage.

The details

The iPhone 17e is rumored to feature key upgrades like MagSafe support, the A19 chip, and improved connectivity with a C1X modem and Wi-Fi 7. Alongside this, Apple is expected to unveil a more affordable MacBook, potentially powered by the Apple A18 chip. New MacBook Pro models equipped with M5 Pro and M5 Max chips are also anticipated, promising improvements in efficiency, neural engine performance, and AI processing. Updates to the iPad line, including a new iPad Air with the M4 chip and a 12th-generation iPad with the A18 chip, are also on the horizon.

  • The 'Apple Experience' event is scheduled for March 4, 2026.

The players

Apple

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

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The takeaway

Apple's shift to the 'Apple Experience' format and its focus on more affordable and accessible products, combined with continued advancements in its silicon roadmap, suggest the company is strategically positioning itself to reach a broader market and solidify its ecosystem integration.