Apple Unveils Slew of New Products in 'Big Week'

From budget-friendly iPhones to high-end MacBook Pros, the tech giant announces a range of new offerings.

Published on Mar. 4, 2026

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Apple CEO Tim Cook promised a 'big week' of product announcements, and the company delivered with the introduction of a new budget-friendly iPhone trim, an entry-level Macbook tier, updated iPad Air models, refreshed monitors, and higher-end chipsets. The announcements were made at in-person media events held in New York, London, and Shanghai.

Why it matters

Apple's latest product launches come as the company continues to see strong sales of its iPhone 17 models, despite not yet delivering on its 2024 promise to improve its Siri AI assistant. The new offerings span a range of price points, from the affordable iPhone 17e to the high-end MacBook Pro upgrades, suggesting Apple is aiming to cater to a diverse customer base.

The details

The iPhone 17e, priced at $599, features the same A19 chip as the base iPhone 17 but with double the standard storage space. It also has a 48MP camera system and faster cellular speeds. The updated iPad Air models run on the slightly older M4 chip but have 12GB of RAM, up from 8GB previously. Apple's high-end MacBook Pro lineup received M5 Pro and M5 Max chip upgrades, with prices starting at $2,199 for the 14-inch model and $2,699 for the 16-inch. The new entry-level MacBook Neo starts at $599, while the refreshed MacBook Air now starts at $1,099. Apple also announced two new 5K display monitors, the $1,599 Studio Display and the $3,299 Studio Display XDR.

  • The new products were announced at in-person media events held on Wednesday, March 4, 2026.
  • The new products will be available for preorder starting Wednesday, March 4, 2026.

The players

Tim Cook

The CEO of Apple, who promised a 'big week' of product announcements.

Apple

The American technology company that designs, develops, and sells consumer electronics, computer software, and online services.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

The takeaway

Apple's latest product announcements showcase the company's continued focus on innovation and its ability to cater to a wide range of customers, from budget-conscious shoppers to power users. The introduction of the affordable iPhone 17e and the high-end MacBook Pro upgrades demonstrates Apple's strategy to maintain its market dominance across multiple price points.