Apple plans ‘Special Experience’ event in New York on March 4, fueling launch speculation

Apple Inc. said it will host a “Special Apple Experience” event on March 4 in New York, hinting at a departure from its traditional keynote format and fuelling expectations of new product launches.

The event will begin at 9 a.m. ET (1430 GMT / 7:30 pm IST) and will be accompanied by parallel gatherings in London and Shanghai, the company said.

Apple typically stages its spring announcements at its Cupertino, California, headquarters.  The decision to hold the event in New York and brand it as an “experience” suggests a more interactive format focused on demonstrations.

Industry analysts expect Apple to unveil a range of hardware updates. These could include a new lower-cost iPhone model, widely referred to as the iPhone 17e, aimed at offering flagship-level performance at a more affordable price.

On the computing side, Apple may unveil new M5-powered MacBooks, including updated MacBook Air and MacBook Pro models featuring the latest silicon. A highly anticipated low-cost laptop powered by the A18 Pro chip, aimed at students and entry-level users, could also debut, along with new iterations of the base iPad and an M4-powered iPad Air.

AI and software

Beyond hardware, the event is expected to showcase the first beta of iOS 26.4. The update is rumoured to feature a revamped Siri, significantly enhanced by integration with Google’s Gemini AI.

The launch may be livestreamed on the Apple TV app and YouTube, though there has been no official confirmation.