According to emerging reports, the company is planning to unveil a slate of new devices over three consecutive days — from March 2 to March 4 — culminating in a special “Apple Experience” event on the final day.
Moving Beyond the Single Keynote
The staggered rollout marks a notable departure from Apple’s long-standing practice of consolidating major announcements into a single, highly choreographed keynote. By spreading product reveals across several days, Apple appears to be aiming for sustained media attention while allowing each product category to receive more focused coverage.
At least five new products are expected to debut during the period, spanning Apple’s core hardware lines, including the iPhone, iPad, and MacBook families. Reports suggest that some announcements could arrive via press releases and digital updates ahead of the March 4 gathering, with select media invited to hands-on sessions in cities such as New York, London, and Shanghai, according to FoneArena.
A New Flagship Color in the Works
Beyond the launch format, attention is also turning to Apple’s evolving design strategy — particularly its use of bold colors to drive upgrades. Following strong consumer response to the “Cosmic Orange” iPhone 17 Pro, Apple is reportedly testing a “deep red” finish for the upcoming iPhone 18 Pro and Pro Max models.
In his Power On newsletter for Bloomberg, technology journalist Mark Gurman reported that red is currently the flagship color under evaluation for the next Pro lineup. While rumors have mentioned purple or brown variants, Gurman suggests these may simply be tonal variations of the same refined red concept.
If introduced, the deep red option would mark the first time a Pro model has been offered in such a shade. Previous red iPhones were typically released under the (PRODUCT)RED charity initiative and featured brighter finishes. The new version is expected to adopt a more muted, burgundy-style tone aimed at delivering a premium aesthetic.
Foldable Model to Take a Conservative Approach
In contrast, Apple’s first foldable device — widely referred to in reports as the “iPhone Fold” — is expected to adopt a more restrained design philosophy. Rather than experimenting with bold hues, Apple is reportedly positioning the foldable as a professional-grade productivity tool.
Bloomberg reports that Apple intends to “stay away from fun colors” for the foldable, instead opting for traditional finishes such as Space Gray, Black, Silver, or White. The move suggests a strategy focused on enterprise appeal and long-term utility rather than fashion-forward experimentation.
Color as a Market Strategy
Apple’s renewed emphasis on color is not purely aesthetic. Industry analysts point to the Chinese market, where bold and luxury-adjacent finishes often resonate strongly with consumers. Red, in particular, carries cultural significance in several of Apple’s largest markets, symbolizing prosperity and success.
By introducing a deeper, more sophisticated red tone, Apple may be seeking to replicate the sales momentum generated by Cosmic Orange, reinforcing its premium positioning in an increasingly competitive smartphone landscape.
While hardware upgrades and artificial intelligence capabilities remain central to Apple’s innovation narrative, the company appears equally aware that design — including color — plays a critical role in consumer decision-making.
More details are expected to emerge as the planned March rollout approaches, potentially setting the tone for Apple’s product strategy in 2026.