Apple March 4 event

Apple’s March 4 event may not be what you expect

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Apple will hold a “special Apple experience” event on Wednesday, March 4. But apparently they won’t be announcing new Macs or other products at the event itself.

Instead, they will be announced earlier in the week. Apparently, Apple is not even going to hold a keynote on March 4th.

An unusual strategy for Apple

Apple usually unveils new products at its events. And when the company sent one on March 4, many assumed it would announce the long-delayed MacBook Pro/Max with the M5 Pro/Max, iPad 12 and more at the event.

However, Brave fireballis John Gruber and BloombergMark Gurman thinks otherwise. He believes that Apple will introduce new products on Monday, Tuesday and Wednesday (March 2-4) via press releases.

He will then hold an in-person event on March 4 for select creators and media people to “experience” the products.

This could also explain why Apple is holding in-person events in New York, London and Shanghai on March 4th. It usually hosts product launch events at its headquarters in Cupertino.

Based on this information, Apple may introduce the iPhone 17e on Monday, new MacBook Pros and a cheaper new MacBook on Tuesday, and the iPad 12 on Wednesday.

Press releases are the new norm

Apple increasingly uses press releases to announce hardware updates, especially when the updates are iterative rather than groundbreaking. Recent updates for Mac and iPad arrived quietly in the Apple newsroom instead of during the keynote.

A staggered rollout would allow Apple to dominate tech headlines for days on end instead of compressing everything into a single keynote. Each product would get its own attention and its own news cycle.

Since most products only receive chip upgrades and internal improvements, it makes sense for Apple not to hold a keynote. A low-cost MacBook, while a big deal for consumers, doesn’t warrant a full-fledged keynote on its own.

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