Apple says it has "a big week ahead." Here's what we expect to see.

February 28, 2026
Apple says it has "a big week ahead." Here's what we expect to see.

So, Apple dropped a hint that next week’s gonna be a big one, and honestly, it’s got everyone curious. Instead of a typical flashy event, the company’s calling it a "special experience" — which probably means a mix of press releases and some hands-on sessions. According to Andrew Cunningham writing in TechCrunch, this strategy isn’t new for Apple; they’ve done similar multi-day launches before, building suspense without the typical big event. Now, here's where it gets interesting — this could mean new Macs, iPads, or even hardware surprises we didn’t see coming. Apple’s approach seems to focus on spreading out announcements, keeping us hooked for days. And get this — CEO Tim Cook himself mentioned that the week’s shaping up to be “big,” hinting at multiple product reveals. So what does this actually mean for you? It’s a sign to watch for some potentially game-changing hardware, maybe even new features that could boost your daily workflow. Honestly, it’s a smart way for Apple to keep the buzz alive, and we’re all here for it.

Excepting the AirTag 2, so far it's been a quiet year for Apple hardware. But that's poised to change next week, as the company is hosting a "special experience" on March 4.

The use of the word experience, rather than event or presentation, implies that Apple’s typical presentation format won't apply here. And CEO Tim Cook more or less confirmed this when he posted that the company had "a big week ahead," starting on Monday. Apple is most likely planning multiple days of product launches announced via press release on its Newsroom site, with the “experience” on Wednesday serving as a capper and a hands-on session for the media.

Apple has used a similar strategy before, spacing out relatively low-key refreshes over several days to generate sustained interest rather than dropping everything in a single 30- to 60-minute string of pre-recorded videos.

Read full article

Comments

Audio Transcript

Excepting the AirTag 2, so far it's been a quiet year for Apple hardware. But that's poised to change next week, as the company is hosting a "special experience" on March 4.

The use of the word experience, rather than event or presentation, implies that Apple’s typical presentation format won't apply here. And CEO Tim Cook more or less confirmed this when he posted that the company had "a big week ahead," starting on Monday. Apple is most likely planning multiple days of product launches announced via press release on its Newsroom site, with the “experience” on Wednesday serving as a capper and a hands-on session for the media.

Apple has used a similar strategy before, spacing out relatively low-key refreshes over several days to generate sustained interest rather than dropping everything in a single 30- to 60-minute string of pre-recorded videos.

Read full article

Comments

0:00/0:00