Apple announces March 4 event in New York, London, and Shanghai

Apple's breaking its keynote tradition with hands-on demos across three cities on March 4. The M5 MacBook Air, a budget A18 Pro MacBook under Dhs 3,000, the iPad Air M4, and the mysterious iPhone 17e could all debut at this interactive event.

Apple has announced a 'special Apple Experience' event for March 4, 2026, taking place simultaneously in New York City, London, and Shanghai. The event promises hands-on demonstrations rather than a pre-recorded presentation, with rumours pointing to M5 MacBook Air updates, refreshed iPads, and possibly the debut of the iPhone 17e.

Three cities, one experience format

The March 4 event kicks off at 9am Eastern Time, with Apple hosting simultaneous gatherings across three major cities. The New York venue marks Apple's first significant NYC event since the 2018 education-focused presentation at Lane Tech College Prep High School in Chicago — though that wasn't in New York proper.

Rather than the polished, pre-recorded keynotes we've grown accustomed to, Apple is positioning this as an interactive experience. The company's invitation features a sliced Apple logo with the tagline 'Come and play,' suggesting attendees will get hands-on time with new products rather than watching from theatre seats.

M5 MacBook Air leads the rumour mill

The timing suggests Apple's ready to showcase its next-generation M5 processor in the MacBook Air lineup. The M5 features significant AI improvements over the current M4 generation, with enhanced neural processing capabilities that could transform how the base MacBook handles machine learning tasks.

Beyond the standard MacBook Air refresh, reports indicate Apple may debut its first low-cost MacBook powered by the A18 Pro chip. This would represent a significant shift in Apple's laptop strategy, potentially bringing MacBook capabilities to a sub-Dhs 3,000 price point for the first time.

The MacBook Pro M5 models are also expected, though these would likely feature the more powerful M5 Pro and M5 Max variants that launched in the 14-inch and 16-inch models late last year.

iPad and display refreshes expected

Apple's iPad lineup could see meaningful updates, particularly the iPad Air moving to M4 processors and the base iPad finally getting A18 chips. The base iPad upgrade would be particularly significant as it would bring Apple Intelligence features to the most affordable iPad for the first time.

The Studio Display is rumoured to undergo its first major refresh since launch, potentially adding ProMotion with 90Hz refresh rates and Mini-LED backlighting. For UAE creative professionals, these display improvements could significantly impact video editing and design workflows.

iPhone 17e: the budget flagship question mark

We might also see the iPhone 17e, the follow-up to the iPhone 16e that debuted last year. What I'd be most interested in is whether premium features like the Dynamic Island, MagSafe, and always-on functionality make it the iPhone with the most accessible price point.

Why NYC matters for Apple's strategy

Apple's choice of New York City as the primary venue isn't coincidental. The company has historically used NYC for more targeted, industry-specific announcements rather than broad consumer launches. The inclusion of London and Shanghai suggests Apple wants to emphasise the global nature of whatever they're announcing, while the hands-on format indicates confidence in the products' tangible benefits.

The multi-city approach also aligns with post-pandemic event strategies, enabling Apple to reach key markets directly rather than relying solely on digital distribution of keynote content.

UAE availability and pricing expectations

Apple typically announces UAE pricing and availability within days of global events. Based on current MacBook Air pricing starting at Dhs 4,399 for the M3 model, the M5 MacBook Air would likely start around Dhs 4,699-4,999, depending on specifications.

The rumoured low-cost A18 Pro MacBook could start at below Dhs 3,000, making it the most affordable new MacBook in the UAE market. iPad Air M4 models would likely start around Dhs 2,199, while the refreshed base iPad could remain at Dhs 1,299-1,499.

UAE retailers including iSTYLE, Virgin Megastore, and Sharaf DG typically begin taking orders within 24-48 hours of Apple's official announcements, with products arriving 1-2 weeks later.

Frequently Asked Questions

When is Apple's March 4 event in UAE time?

The event starts at 5pm GST on March 4, 2026, taking place simultaneously in New York City, London, and Shanghai with hands-on demonstrations.

What products are expected at Apple's March event?

Rumoured products include M5 MacBook Air, A18 Pro budget MacBook, M4 iPad Air, A18 base iPad, refreshed Studio Display, and possibly the iPhone 17e.

Will Apple's March event be livestreamed?

Unlike typical keynotes, this appears to be a hands-on experience format rather than a traditional presentation, suggesting limited or no livestream availability.

How much will the M5 MacBook Air cost in UAE?

Based on current pricing patterns, the M5 MacBook Air would likely start around Dhs 4,699-4,999, representing a modest increase over the current M3 model.

When will these products be available in UAE?

Apple typically launches products in UAE within 1-2 weeks of global announcements, with pre-orders often starting within 24-48 hours through authorised retailers.

Is the iPhone 17e replacing the iPhone SE?

The iPhone 17e appears to be positioned as a budget flagship with modern features like always-on display, potentially complementing rather than replacing the SE lineup.