Apple Preps Five-Product, Three-Day Spring Blitz

Apple bets five new products in a three-day blitz. According to Bloomberg’s Mark Gurman, the company plans to roll out at least five launches from March 2 to March 4, using what Gurman calls an “Apple Experience” format that hits New York, London and Shanghai in a live-event cadence rather than a traditional keynote.

The slate, if accurate, spans both laptops and mobile devices. Gurman’s reporting suggests a low-cost MacBook alongside a refreshed iPhone 17e, an updated iPad Air powered by an M4 chip, and a refreshed MacBook Pro squad featuring an M5 Pro and Max. The plan reportedly also includes updates to the Mac Studio and a new Studio Display. In other words, Apple would be pushing not just a handful of devices but a coordinated ecosystem push across its desktop and portable lines, all in a single, multi-day event footprint.

In a separate but related note, Gurman hints that Apple is testing a bold color play for the iPhone Pro line. Red is reportedly the next premium color under consideration, a shakeup that would depart from Apple’s usual reserved palette and aim to sustain momentum in key markets like China where a bright finish—already informally dubbed Hermès orange in consumer circles—has helped spur excitement. The red-testing detail adds a layer of branding strategy to the broad product slate, suggesting Apple wants distinct, high-visibility finishes to accompany hardware upgrades.

Two practical implications emerge for buyers and watchers. First, a multi-day, multi-product event increases the odds of an early, widely spaced release cadence. That could help Apple manage production risk across several new devices, but it also raises the stakes for supply-chain timing and component availability—an area where the chip cadence matters. The iPad Air’s M4 chip and the MacBook Pro’s rumored M5 Pro/Max would anchor a coordinated hardware refresh, but even small delays in one product can ripple across the whole rollout.

Second, pricing and positioning will matter a lot. The “low-cost MacBook” label, if accurate, positions Apple to widen its consumer base—but it risks cannibalizing higher-tier MacBook sales or compressing margins if the device undercuts expectations. With Studio Display updates in the mix, Apple appears to be re-emphasizing its desktop ecosystem alongside mobile and notebook lines, a strategy that could pay off for pro and creator segments while challenging supply and quality standards for premium displays.

From a consumer standpoint, the March schedule reads as a test of Apple’s ability to maintain momentum across a blended product year. The company has leaned into experiential events before, but a three-day blitz in three global hubs is a more aggressive play for sustained attention and real-world hardware scrutiny. If the rumors hold, shoppers should expect a staggered but overlapping calendar: a broader device refresh plus a fresh color narrative that could nudge upgrade considerations in the iPhone lineup.

What to watch next: the exact pricing tiers for the low-cost MacBook, the anticipated M4/M5 chip milestones, and how widely the Apple Experience venues will operate beyond the three cities. Also keep an eye on whether the color-testing chatter about red translates into a final Pro finish that lands in stores with the lineup.

Sources

Apple is reportedly considering red as the next premium color for its iPhones

Apple's first event of the year will reportedly bring at least five products over a 'three-day blitz'