Apple expects high demand from its March 4 releases
Apple is reportedly planning for a big week — and warning retailers that its sales figures could be bonkers.
The news came from Bloomberg's Mark Gurman, one of the preeminent sources on everything Apple. Gurman wrote that the tech giant has warned retailers that this week's releases — especially its budget iPhone 17e and MacBook — could drive major interest.
Wrote Gurman in his Power On newsletter:
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"Apple prepares for major rush to retail stores driven by new products. The company has told retail stores to expect an influx of customers in response to products being introduced this week. Some employees are even saying that the prelaunch planning is on par with what happens before the debut of new iPhones in the fall. That suggests Apple expects serious pent-up demand for the new offerings — and that at least one of the products will have major mainstream appeal."
Apple is slowly releasing the details of new products this week. Monday already brought the news of the iPhone 17e, a budget-friendly offering starting at $599. It also announced a new M4 iPad Air, which starts at $599. Pre-orders for the devices begin on Wednesday, March 4.
Apple has been smashing sales records since the release of the iPhone 17 lineup in September 2025. Tim Cook said last year the iPhone 17 has been in extremely high demand, and the company recently announced record-breaking quarterly revenue driven by iPhone sales. In January, Apple officially became the most popular global smartphone brand, surpassing Samsung.
With the launch of budget versions of its signature products, the company could see even higher revenue in the months to come. Apple is expected to make more announcements Tuesday, ahead of its "special experience" on Wednesday.
All in all, this promises to be a big week for Apple and its fans.
Tim Marcin is an Associate Editor on the culture team at Mashable, where he mostly digs into the weird parts of the internet. You'll also see some coverage of memes, tech, sports, trends, and the occasional hot take. You can find him on Bluesky (sometimes), Instagram (infrequently), or eating Buffalo wings (as often as possible).
