Apple has announced a special event on March 4 across multiple locations. The tech giant is expected to launch new products at the ‘special Apple Experience' event, which will be held simultaneously in New York, London and Shanghai. The event will begin at 9 a.m. ET, Apple confirmed on Monday, as per MacRumors.
The move signals a break from the company's long-standing reliance on Apple Park keynotes for major announcements.
At the multi-city event, Apple is widely expected to introduce the iPhone 17e, alongside a new MacBook positioned at a more accessible price point, according to Forbes.
The invite from Apple reads, “You're invited. Please join us in person for a special Apple Experience in London.” Depending on the location, London would have been replaced by New York or Shanghai in the invitations.
Apple has extended invitations to a limited group of journalists for the event taking place across three major global cities. Branded only as a “special Apple Experience”, the invitation offers little indication of what the programme will involve. Visually, it is marked by a three-dimensional Apple logo formed from overlapping discs in shades of yellow, green and blue, reported MacRumors.
What stands out is Apple's deliberate choice of language, referring to the occasion as an “experience” rather than an “event”. In contrast to the company's large-scale, live-streamed presentations from Apple Park, the March 4 gatherings in other cities are expected to be more restrained in scope.
According to MacRumors, Apple is widely expected to unveil a wave of new products in the near term, with the iPhone 17e tipped to headline the line-up. Other products believed to be nearing launch include updated MacBook Pro models powered by the M5 Pro and M5 Max chips, alongside the eighth-generation iPad Air and a 12th-generation iPad.
Industry speculation also points to a revamped Studio Display, a newly designed entry-level MacBook running on the A18 chip, and possible updates to the Apple TV and HomePod mini.
According to the Forbes report, the planned showcase differs markedly from Apple's traditional launches at Apple Park. It will unfold across three separate venues, breaking from the company's usual single-location approach. Questions also remain over the presence of a keynote address, as Apple has chosen to frame the occasion as an “experience”, a choice of wording that is unlikely to be accidental.
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