Apple kicks off product blitz with iPhone 17e and M4 iPad Air, preorders March 4

Apple kicked off its March "Big Week" by publishing product pages that unveil a refreshed entry-level iPhone and a faster mid-range iPad, opting for a staged online rollout rather than a single streamed keynote. Tim Cook took to X to tease a "big week ahead," and the company confirmed an in-person press and creator event on March 4.

The headline phone, the iPhone 17e, is being positioned as a budget-friendly refresh that keeps the familiar design while upgrading key internals. Apple lists an A19 chip, an upgraded C1X modem, and a 6.1-inch Super Retina XDR display protected by Ceramic Shield 2. The camera system is a 48MP Fusion unit with a 2x optical-quality telephoto, and the phone includes satellite connectivity features and MagSafe support for Qi2 wireless charging at speeds up to 15W. Notably, the 17e retains the older notch and a 60Hz screen rather than adopting the Dynamic Island.

Storage and pricing moves stand out as part of the value play. The base model now begins at 256GB, and Apple is keeping the starting price at $599. An explicit price grid lists 256GB at $599, with a 512GB option at $799; TechRadar also cited equivalent UK and Australian pricing of £599 and AU$999 for 256GB, and £799 and AU$1,399 for 512GB. Pre-orders open on March 4, with Australia noted as beginning March 5 in regional listings, and Apple says the iPhone 17e will hit shelves in more than 70 countries and regions on March 11. Color options include black, white and soft pink.

Apple also introduced a new iPad Air powered by the M4 chip, offered in 11-inch and 13-inch models. Tom's Guide framed the tablet as a pragmatic upgrade: "It's hard to say which announcement is more exciting, the iPhone 17e or the iPad Air M4. It depends on what kind of device you're in the market for, but either way, these two devices are a smart way for Apple to kick off its big week, as they're more budget-friendly." Tom's Guide reports the 11-inch iPad Air M4 will start at $599 and the 13-inch at $799.

Performance claims for the iPad Air emphasize generational gains. Coverage cites Apple and reviewers noting up to 30 percent better performance versus the iPad Air with M3 and a 50 percent increase in unified system memory, which is expected to improve workflows and make the Air more capable for heavier tasks such as video editing. The M4 also brings hardware-accelerated ray tracing and a faster Neural Engine, though critics point out the M4 sits a step behind the iPad Pro family that uses the newer M5.

Apple’s multi-day rollout is already prompting speculation about additional product announcements later in the week. Rumored items include low-cost MacBooks and new MacBook Air and Pro models with M5 chips, a larger iPad and a studio display, but those remain unconfirmed. For consumers, the immediate impacts are clear: the iPhone 17e raises the baseline storage and restores MagSafe charging at a steady $599 starting price, while the iPad Air M4 brings substantive performance upgrades to the mid-tier tablet line.