Report: Apple stores prepare for "big rush"
Starting Monday, Apple will likely introduce new products over several days. Internal preparations are being made for this.
An Apple Store, here in China.
(Image: Apple)
The “Apple Week” is starting: New products are scheduled for the iPhone manufacturer on several days up to and including Wednesday. The company has specially prepared its retail stores for this, reports the financial news agency Bloomberg. A “big rush” is expected.
Employees in the Apple Retail Stores have been informed to expect a surge of customers due to the products presented this week. Some insiders claim that the preparations are comparable to what Apple normally does for an iPhone launch. Apple, writes Bloomberg, probably expects a “significant pent-up demand for the new offerings” – at least one of the products is likely to have broad mainstream appeal.
Rush like with the iPhone?
The devices generally expected are an iPhone 17e, new entry-level iPads and a new iPad Air model, MacBook Pro models with M5 Pro and M5 Max, and possibly Airs with M5. However, the main innovation and greatest mass-market “appeal” is expected to be an entry-level MacBook with an iPhone chip. Internally at Apple, this is referred to as a product with “incredible value” , which should only be true if the hardware is priced significantly below 1000 Euros. Apple apparently hopes for many switchers from Windows or even Chromebooks, although the latter are still significantly cheaper. The company also wants to appeal to iPhone owners who have not yet bought a Mac, it is said.
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Apple employees are to prepare for longer working hours and overtime, as they are accustomed to from iPhone launches in September, due to the expected rush. If it were “normal” upgrades of existing hardware, such announcements would probably not be made. Nevertheless, Apple also expects greater demand for the new iPhones, iPads, and “normal” Macs.
New products day by day
Apple boss Tim Cook personally confirmed the “Apple Week” on X. On Wednesday, influencers and selected journalists are also invited to a preview event (“Special Apple Experience”) in London, New York, and Shanghai. A traditional keynote, which the company now releases in the form of a pre-produced video, is not planned; there would have been an announcement for that already.
By distributing the products over several days, Apple wants to maintain more attention. According to Cook, it will start “on Monday morning” – presumably from midday European time.
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