Apple might take a new approach to announcing its next products | TechCrunch
TechCrunch
by Anthony HaFebruary 22, 2026
AI-Generated Deep Dive Summary
Apple is set to shake up its traditional product announcement format with a three-day series of online events leading up to hands-on demos in New York, London, and Shanghai. This new approach, as reported by tech analysts Mark Gurman and John Gruber, signals a shift away from the company’s usual single-keynote style. Instead, Apple plans to unveil at least five new products over this period, including a low-cost MacBook, an M4-chip-powered iPad Air, and potential updates to the MacBook Pro line.
The event series is expected to begin with online announcements on March 1, followed by live in-person demos for select press and guests in three major cities on March 2. This structure aims to provide a more immersive experience for attendees while broadening Apple’s global reach. The hands-on sessions will allow participants to interact directly with the products, offering a unique glimpse into Apple’s latest innovations.
This strategic change reflects Apple’s commitment to adapt and innovate, even in its event planning. By spreading out the announcements and incorporating live demos, Apple is catering to both tech enthusiasts and industry professionals who may prefer shorter, more engaging experiences. The decision to host events in multiple cities also underscores Apple’s global focus, making it easier for international audiences to engage with the products.
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Originally published on TechCrunch on 2/22/2026