Apple’s three-day launch event delivered some of the most talked-about product debuts in recent memory.
Apple wrapped up one of its most ambitious product rollouts in years this week, trading its traditional single day keynote for a three-day launch event that stretched from Monday through Wednesday and the company made every layperson count.
Rather than one sweeping stage presentation, Apple dropped a steady stream of press releases and product videos before hosting invite only, hands on media sessions in New York, London and Shanghai on Wednesday, March 4. By the end of the week, seven new products had been unveiled, ranging from a long-awaited budget laptop to powerful professional machines.
Here is a look at everything Apple announced, numbered for easy reference.
The 7 products Apple unveiled this week
MacBook Neo
The MacBook Neo is the headline act of the entire week, and for good reason. Starting at just $599 or $499 for students it is Apple’s most affordable laptop ever and marks a significant step toward making the Mac experience accessible to a much wider audience. Powered by the A18 Pro chip typically found in iPhones, it handles everyday tasks with ease, runs completely silently thanks to a finless design, and delivers up to 16 hours of battery life. It also arrives in four playful colors: blush, citrus, indigo and silver, with a 13 inch Liquid Retina display and a 1080p FaceTime HD camera rounding out the package. Pre-orders are open now, with availability beginning March 11.
iPhone 17e
Apple’s most affordable iPhone got a meaningful upgrade this week. The iPhone 17e starts at $599 and comes powered by the faster A19 chip, offers double the storage of its predecessor, features the tougher Ceramic Shield 2 display, and introduces a new pink color option to the lineup.
iPad Air M4
The iPad Air returns with Apple’s M4 chip and expanded memory, making it a more capable option for creative and productivity tasks. Pricing starts at $599 for the 11-inch version and $799 for the 13-inch model.
MacBook Air M5
The ever-popular MacBook Air received a solid performance boost with the M5 chip, along with a bump in base storage to 512GB. It now starts at $1,099, a slight increase over its predecessor.
MacBook Pro M5 Pro and M5 Max
The professional end of the Mac lineup was refreshed with M5 Pro and M5 Max chip options across both 14-inch and 16-inch models. Pricing for the MacBook Pro line starts at $2,199.
Studio Display
The updated Studio Display brings an improved webcam and an upgraded six-speaker sound system to Apple’s popular external monitor. The starting price remains at $1,599.
Studio Display XDR
The new Studio Display XDR steps in as the successor to the discontinued 2019 Pro Display XDR, using mini-LED backlighting for significantly enhanced brightness and contrast. It starts at $3,299 and is aimed squarely at professional creative workflows.
A week that signals where Apple is headed
More than any single product, the week as a whole tells an important story about where Apple is heading as a company. It is pushing hard to bring its broader software ecosystem, Apple Intelligence features and silicon-powered performance to more price points than ever before without sacrificing the thoughtful design and build quality the brand has spent decades establishing.
The MacBook Neo, in particular, represents the sharpest and most direct challenge Apple has yet mounted against budget PC makers and Chromebook manufacturers, who have long dominated the affordable laptop space in schools and entry level workplaces. Analysts expect the Neo to resonate strongly with college students, younger adults and first time Mac buyers who have previously been priced out. With seven notable products now on the table and more expected later in the year, 2026 is already shaping up to be a defining chapter for the Mac and for Apple as a whole.