Tim Cook Strikes Back After S26 Reveal? "Now It's Apple's Time" as New Products Teased

Changes Expected in Consumer-Focused Models and Chipsets

Apple CEO Tim Cook personally announced the upcoming release of new Apple products, raising anticipation.

Apple Chief Executive Officer Tim Cook directly announced the unveiling of Apple’s new product, raising expectations. Screenshot from X (formerly Twitter)

On the 26th (local time), CEO Cook posted on his X account (formerly Twitter), saying, "An amazing week is ahead" and "Kicking off right from Monday morning." This post is being interpreted as a sign that Apple will begin unveiling its new products starting next Monday. Industry insiders expect Apple to reveal new products between March 2 and March 4 next month.

In particular, Apple has invited the media and select creators to the "Apple Experience," a special hands-on event to be held simultaneously in New York, London, and Shanghai on March 4 (U.S. Eastern Time). Attendees of the event are expected to have the opportunity to participate in hands-on sessions and try out the new products that will be unveiled next week.

The number of new products to be unveiled is expected to be at least five, with the leading candidates including the new affordable MacBook, the entry-level iPhone 17e, the M5 MacBook Pro, the M4 iPad Air, and the 12th-generation iPad. Most of these are anticipated to be consumer-focused models. While new products such as a studio display are also being mentioned, some may be released at a later date.

U.S. IT media outlet MacRumors reported, "The announcement scheduled for next week will focus on product refreshes featuring generational chip upgrades rather than fundamental redesigns."

Meanwhile, Samsung Electronics unveiled its flagship Galaxy S26 series smartphones at its Unpacked event in San Francisco, United States, on the 26th. Pre-orders will run for a week starting from this day. Following the Galaxy S24 and S25, these third-generation AI phones are characterized by intuitive AI that is seamlessly integrated throughout the device and operating system (OS), providing noticeable assistance in users' daily lives.

Tae Moon Roh, President and Head of Samsung Electronics DX Division, stated, "Revolutionary technologies usually make a grand entrance, while technologies that change history tend to work silently in the background. That is not because they lose their strength, but because they become part of the infrastructure." He emphasized that the artificial intelligence (AI) applied in the Galaxy S26 series represents just such a moment. He described the Galaxy S26 series as "smartphones that know what you need before you even realize it, learn your habits, adapt in real time, and perform tasks from your perspective."

This content was produced with the assistance of AI translation services.