Apple to Unveil New Products Next Month... Launching Low-Priced MacBook and iPhone 17e

Apple will unveil a series of new products, including a low-priced MacBook and the iPhone 17e, over three days in the first week of March.

Apple's 'Special Apple Experience' invitation. Apple.

On the 22nd (local time), Bloomberg Apple reporter Mark Gurman announced in his Power On newsletter that Apple plans to introduce at least five products over three days from March 2 to 4.

At 9:00 a.m. on March 4 (U.S. Eastern Time), Apple will host a "Special Apple Experience" in New York, London, and Shanghai. The invitation for the new product unveiling, sent to key partners, features a 3D Apple logo design composed of yellow, green, and blue discs.

Given that Apple events have typically been held on Tuesdays, a Wednesday announcement is seen as unusual. In particular, because the invitation uses the term "experience" instead of "event," there is speculation that this could be an on-site hands-on session. This would mean a setting where people can experience the products in person, without a live online broadcast or an event keynote video.

The products expected to be introduced this time include: a low-priced MacBook; the iPhone 17e; an iPad Air equipped with the M4 chip; an entry-level iPad equipped with the A18 processor; MacBook Pro and Mac Studio models equipped with the M5 chip; and a MacBook Air upgraded to the M5 chip.

The low-priced MacBook, in particular, is drawing attention, as it uses less expensive components than existing MacBooks, such as an iPhone processor and an entry-level LCD display. This marks a strategic shift in which Apple, which has boosted profitability through premium devices, moves into the low-cost notebook market. According to Bloomberg, last year Apple began initial production of a budget notebook known under the code name J700. The device targets users who mainly perform web browsing, document work, and light media editing. Through this, Apple aims to win over users of low-cost Chromebooks running Google's ChromeOS and entry-level Windows PCs.

Meanwhile, Mark Gurman predicted that although new versions of the Mac Studio desktop and Apple Studio Display are scheduled for release in the first half of this year, they are unlikely to be included in this event schedule.