Apple has begun rolling out a series of product announcements this week, starting with the iPhone 17e and a refreshed iPad Air, in what appears to be a staggered release strategy rather than a single keynote event.

Chief executive Tim Cook signalled the broader rollout in a post on X, writing, “A big week ahead. It all starts Monday morning!” The remark was made before Monday’s announcements and set expectations that additional hardware updates would follow.

What Apple has confirmed so far

On Monday, Apple introduced the iPhone 17e, priced at $599 in the U.S. The device features the new A19 chip, 256GB of base storage, MagSafe support and updated durability features. Positioned below the flagship 17 models, the 17e strengthens Apple’s mid-tier offering.

Apple also unveiled a refreshed iPad Air powered by the M4 chip. Technology outlets have reported that the upgrade delivers notable performance gains over the previous generation and adds improved connectivity, including Wi-Fi 7 support. The move brings the Air closer to Pro-level performance while keeping it in the lower price bracket.

What can be expected from Apple to launch 

Beyond the confirmed launches, multiple Apple-focused outlets have reported that additional announcements are likely this week. Reports have indicated that Apple is expected to refresh its MacBook lineup, potentially introducing MacBook Air and MacBook Pro models with next-generation M5-series chips. While Apple has not confirmed these updates, supply-chain commentary and analyst expectations cited by these outlets suggest the transition to M5 silicon could begin sooner than anticipated.

There are also reports of a potential update to the standard iPad, likely featuring an A18-series chip. Such a move would align the base model more closely with the Air in terms of processing capability. Other consumer tech trackers have additionally pointed to the possibility of updates to Apple’s display products, including a successor to the Studio Display, though details remain limited and unverified.

An X user did give out a schedule for all the potential launches. “And for those who cannot wait, MONDAY: iPhone 17e with A19 chip. TUESDAY: M5 MacBook Pro / M5 MacBook Air / lower cost MacBook SE with A18 chip. WEDNESDAY: M4 iPad Air. THURSDAY: New smart home display / New Apple TV,” the post read. 

It remains to be seen whether Apple will unveil all of these expected products this week.