Apple to Host ‘Special Apple Experience’ Event Next Month to Unveil Ne…

아이폰 17 프로 라인업 / 사진 애플

Apple Inc. announced that it will hold a “Special Apple Experience” event next month to introduce new products. The main highlights are expected to be the new smartphone iPhone 17e, M5 MacBook models, and a new iPad lineup.

Samsung Electronics will host its Unpacked event for the new Galaxy S26 series on February 25 in San Francisco. Rather than directly countering Samsung, Apple’s event is expected to contrast by focusing on its lower-priced iPhone and computing products.

Apple said it will hold simultaneous offline media invitation events on March 4 at 9 a.m. (Eastern Time) in three cities—New York, London, and Shanghai. It is unusual that the company chose urban locations instead of Apple Park in Cupertino as the venue for a product launch.

애플이 3월 4일 오전 9시 미 뉴욕에서 개최하는 제품 체험회 관련 초청장 모습 / 사진 애플

The invitation features a 3D Apple logo made of overlapping translucent discs in yellow, green, and blue. No specific information about the products to be announced was included. The phrase “Special Apple Experience” was the only wording, giving the impression of an experiential on-site event rather than a traditional keynote.

Major foreign media outlets predict that Apple is likely to unveil the budget iPhone 17e. The company introduced a budget iPhone in early 2025 and is expected to release the follow-up iPhone 17e this year to target the global mid- to low-priced smartphone market. The new model is a single product aimed at a different segment from premium lines such as iPhone Pro and Max. The iPhone 18 series is scheduled to debut in September through its regular product launch event.

There is also growing speculation that Apple may introduce new MacBook and iPad models. Industry media suggest the possible unveiling of a MacBook Pro equipped with M5 Pro and M5 Max chips, an M5-based MacBook Air, and a newly positioned lower-priced MacBook.

For the iPad lineup, the iPad Air featuring the M4 chip and an entry-level iPad equipped with an A18-series chip are considered likely candidates for debut.

Apple’s Special Apple Experience event is expected to differ from the large-scale keynote format traditionally held at Apple Park, instead taking the form of a relatively smaller product presentation.

Media and partners will be invited to urban venues in New York, London, and Shanghai, with a focus on hands-on experiences. Rather than grand stage presentations, the event is expected to emphasize one-on-one and small-group demonstrations.

Major foreign media assess that the event is highly likely to center on product experiences.