Apple might take a new approach to announcing its next products

Apple has invited members of the tech press to a “special Apple experience” on March 4, but the rollout may look different from the company’s usual, one-and-done keynote format.

Bloomberg’s Mark Gurman reports that Apple may avoid packing every reveal into a single presentation and instead deliver a “three-day flurry of announcements” ahead of the March 4 date. The updates would likely be published online, with the March 4 “experience” serving as the finale — a set of in-person gatherings in New York, London, and Shanghai where invited press could get hands-on time with the new hardware.

Daring Fireball’s John Gruber also floated the idea that the “experience” could be centred on demos and hands-on briefings rather than a traditional stage event.

Apple is said to have at least five products queued up for that window, including a low-cost MacBook. Other possibilities reported include the iPhone 17e, an iPad Air powered by an M4 chip, a refreshed entry-level iPad, an upgraded MacBook Air, and new MacBook Pro models. Gurman has indicated these devices are expected this spring, though the timing of which announcements land on which day remains less clear.