Apple has instructed its retail stores to prepare for a significant customer influx tied to products debuting this week, Bloomberg News’ Mark Gurman reports. Some store employees report that the pre-launch preparations rival those for the annual fall iPhone releases, signaling Apple’s anticipation of strong pent-up demand — and suggesting at least one new offering boasts broad mainstream appeal.
Mark Gurman for Bloomberg News:
As I wrote last week, we’re likely to see some combination of these products: the iPhone 17e, MacBook Pros and Airs, updated entry-level iPad and iPad Air models, and the much-anticipated low-cost MacBook with an iPhone chip. Internally, the low-end MacBook is being described as an “incredible value,” with Apple believing the launch is going to drive a serious number of switchers from Windows machines and Chromebooks. It could even compel iPhone users without computers to buy their first Mac.
With that in mind, Apple is warning retail employees about longer hours — just as the company would for iPhone launches in September. Stores are also preparing to have an entire table dedicated to one of the new products. Routine upgrades wouldn’t require this, so it’s likely tied to the low-cost MacBook. At the same time, there should also be plenty of interest in the new phone and faster laptops.
In any case, the product unveiling will be spread out over a number of days — as Chief Executive Officer Tim Cook confirmed on X this past week. I’m expecting introductions on Monday, Tuesday and Wednesday, with the final day also serving as a hands-on experience for select members of the media in New York, London and Shanghai.
MacDailyNews Take: Apple Retail employees, brace yourselves!
See also: Apple’s A18 Pro chip expected to make new entry-level MacBook feel premium and future-proof – February 27, 2026
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Tim remember the word you hate “INNOVATIVE” where are the products, or is it just going to be another refresh? It is difficult to get through to you so lets try this imagine your TV show ( it appears to be your main interest other than the movies NB its a tech company? Forget the new tech products er when was the last one ah the Vision Pro and before that no one remembers, don’t mention the car.) How would they fare longterm if it was all just one mini series rehashing the same stuff eventually people stop watching.
You don’t want your product line to mimic Peyton Place it ran for five years and was about 500 episodes and then it just died. This generation does not remember it. Presumably you don’t want this to be your legacy.
Lets move on get some innovate management in let deal with the stuff you don’t understand you just concentrate on the TV shows and movies the more money the innovators generate the more you can luxuriate in Hollywood .
AAPL will open today at almost the same price as Christmas 2024!
14 months later …. ZERO gains.
That is the price for non-innovation
True, but to be fair even Nvidia is only up 33% since then and Google about 50%, two of the biggest names in AI. Apple will hit their stride against other top companies these year while saving several hundred billion dollars in capex that doesn’t have clear ROI yet.