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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