Apple Confirms ‘Big Week’ Starts Monday
Apple Confirms ‘Big Week’ Starts Monday
Publish Date: 2026-03-01 09:58:00
Source Domain: www.forbes.com
iPhone 16e
CFOTO/Future Publishing via Getty Images
This post, first published on Feb. 26 was updated on March 1 with more details of what’s coming when.
Apple’s CEO Tim Cook confirmed via a cryptic post on X that new products are about to land. The post, on Feb. 26, has revealed exactly when the first announcement will be made, which in turn makes it possible to figure out release dates for the updates. Here’s what’s happening, with details of what we can expect to see if Apple behaves in the way rumors have suggested. And now Bloomberg’s Mark Gurman has added their expertise to the expected schedule. More on that below.
The post from Cook read “A big week ahead. It all starts Monday morning!” It was accompanied by the hashtag #AppleLaunch and a cool video showing the Apple logo taking shape in six seconds.
And, in typical Apple fashion, that was all. But that’s enough for it to be clear what’s going on.
The fact that the first announcement will be on Monday confirms what several commentators, including me, have been saying: that there will be daily product reveals on Monday, Tuesday and Wednesday, with the third one timed to coincide with the Apple “Special Experience” scheduled for 9 a.m. Eastern (6 a.m. Pacific) on Wednesday, March 4.
Apple likes consistency, so it seems likely to me that that 9 a.m. Eastern timing will be the same for all three days.
What to Expect: iPhone 17e, M5 Macs, And New iPads
The products, unless there’s a complete surprise, will be the iPhone 17e, a new entry-level iPad, an updated iPad Air and a series of Macs.
The first iPad will be the 12th-generation iPad, which it’s thought will replace the current A16 processor with an A18 chip. That’s important because the A18 is compatible with Apple Intelligence. It means that for the first time, every iPad will support Apple Intelligence.
“The A18 chip will come with another…
