Apple kicks off “Big Week” with iPhone 17e and M5 MacBook rollout
Apple will launch more than five products over three days beginning Monday, March 2, culminating in a “Special Apple Experience” on Wednesday, March 4.
CEO Tim Cook confirmed the timeline in a post on X, stating, “A big week ahead. It all starts Monday morning!” The launches follow Samsung’s Galaxy S26 unveiling on February 25, with those devices hitting shelves on March 11. Bloomberg reports that Apple will issue daily press releases instead of a single keynote event.
A big week ahead. It all starts Monday morning! #AppleLaunch pic.twitter.com/PQ9gM2Gl2r
— Tim Cook (@tim_cook) February 26, 2026
The schedule includes the iPhone 17e and a 12th-generation iPad on Monday. Tuesday is expected to bring a budget MacBook and an M5 MacBook Air. Wednesday will headline with M5 Pro and M5 Max MacBook Pro models.
The budget MacBook is rumored to be an entry-level laptop priced around $699. It is expected to use an A-series chip rather than M-series silicon and will be available in yellow, green, and blue. Bloomberg’s Mark Gurman noted that the invitation’s color scheme matches the laptop’s rumored palette.
The iPhone 17e is expected to feature an A19 chip, a C1X modem for 5G, and MagSafe support, maintaining a $599 price point. The iPad lineup is anticipated to include an M4-powered iPad Air and an entry-level iPad with an A18 chip and Apple Intelligence support.
Apple has advised retail employees to expect a “major rush” of customers. Stock levels for existing products, including the iPad Air and current MacBook models, have already begun to thin at retail stores. The company will host hands-on experiences in New York, London, and Shanghai on March 4.