For weeks now, the rumours have been building. First, there were whispers about refreshed Macs and new iPads. Then came reports of a multi-day rollout instead of Apple’s usual single keynote. Even the press invite, branded as a “special Apple Experience” rather than a traditional event, hinted that something different was coming.

Now, it’s official. Tim Cook has confirmed on X that Apple has “a big week ahead,” adding that “it all starts Monday morning.” He didn’t say what’s launching, but at this point, we have a pretty good idea.

When is the Apple event starting?

Unlike the typical Tuesday keynote livestream from Apple, this rollout is expected to stretch across three days — Monday, March 2, through Wednesday, March 4. Reports suggest announcements will drop daily, with the final day reserved for a hands-on press experience in cities like New York, London, and Shanghai.

The fact that Apple hasn’t announced a livestream reinforces the idea that this won’t be one big stage presentation.

What is Apple expected to announce?

At the top of the list is the long-rumoured low-cost MacBook. This device is expected to feature a 12-inch display and, interestingly, an A-series chip instead of the usual M-series silicon. That would mark a notable shift in Apple’s Mac strategy, potentially allowing it to hit a lower price point while still running macOS smoothly.

Beyond that, we’re expecting the iPhone 17e, a follow-up to last year’s more “affordable” iPhone model, along with refreshed iPads. The iPad Air could jump to an M4 chip, while the base iPad may move to the A18 processor. On the pro side, updated MacBook Pro models powered by M5 Pro and M5 Max chips are also rumoured, alongside potential updates to the MacBook Air. Retail inventory shortages across several product lines only add fuel to the speculation.

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If this sounds familiar, that’s because Apple has experimented with staggered launches before. In late 2024, it rolled out three consecutive days of Mac announcements instead of a single event. So while the format may feel unusual, it’s not unprecedented.

Best part still is, we won’t have to wait long to confirm these rumours. Monday kicks things off, and if the rumours are even half right, it’s going to be a packed week.