{"id":3095539,"date":"2026-02-22T15:08:08","date_gmt":"2026-02-22T23:08:08","guid":{"rendered":"https:\/\/techcrunch.com\/?p=3095539"},"modified":"2026-02-23T09:27:58","modified_gmt":"2026-02-23T17:27:58","slug":"apple-might-take-a-new-approach-to-announcing-its-next-products","status":"publish","type":"post","link":"https:\/\/techcrunch.com\/2026\/02\/22\/apple-might-take-a-new-approach-to-announcing-its-next-products\/","title":{"rendered":"Apple might take a new approach to announcing its next products"},"content":{"rendered":"\n

Apple has invited the tech press<\/a> to a \u201cspecial Apple experience\u201d on March 4, but it might unfold a bit differently than the company’s standard press event.<\/p>\n\n

Bloomberg\u2019s Mark Gurman reports that instead of announcing everything at a single keynote, Apple is planning a \u201cthree-day flurry of announcements\u201d<\/a> \u2014 presumably announced online, and culminating in the March 4 \u201cexperience\u201d that will consist of three events in New York, London, and Shanghai, where the press will be offered a chance to get hands-on with the upcoming products.<\/p>\n\n

Similarly, Daring Fireball\u2019s John Gruber speculated that the experience could be \u201ca hands-on thing with in-person demos.\u201d<\/a><\/p>\n\n

Apple will reportedly be announcing at least five new products during that time, including a low-cost MacBook. Other reported possibilities: the iPhone 17e, an iPad Air with an M4 chip, a new entry-level iPad, an upgraded MacBook Air, and new MacBook Pro models. Gurman said all of those products are due this spring, but he sounded less certain about which ones will be announced when.<\/p>\n","protected":false},"excerpt":{"rendered":"

Apple has invited the tech press to a \u201cspecial Apple experience\u201d on March 4, but it might unfold a bit differently than the company’s standard press event.<\/p>\n","protected":false},"author":31035538,"featured_media":3085643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"tc-featured-article":false,"tc-header-option":"","tc-breaking-news":false,"tc-article-brief":true,"carmot_uuid":"","apple_news_api_created_at":"2026-02-22T23:08:15Z","apple_news_api_id":"b21da3e8-7f2a-463d-a875-ed4e3bd2d3fa","apple_news_api_modified_at":"2026-02-23T17:26:51Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAA==","apple_news_api_share_url":"https:\/\/apple.news\/Ash2j6H8qRj2ode1OO9LT-g","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":[],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false,"tc_subtitle":"","tc_featured_image_disabled":false,"tc_exclude_from_rss_feed":false,"tc_exclude_from_content_rivers":false,"footnotes":""},"categories":[449223024],"tags":[291,577267246],"tc_region":[],"tc_event":[],"tc_storyline_tax":[],"coauthors":[122839103],"class_list":["post-3095539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hardware","tag-apple","tag-in-brief"],"apple_news_notices":[],"yoast_head":"\nApple 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