Apple is reportedly planning a big week and is warning retailers that its sales numbers could be crazy.
The news comes from Bloomberg’s Mark Gurman, one of the preeminent sources for all things Apple. Gurman wrote that the tech giant has warned retailers that products announced this week — particularly its cheaper iPhone 17e and MacBook — could generate significant interest.
Gurman writes in his book Power on communication:
“Apple is gearing up for a major rush of new products into its retail stores. The company has told stores it expects a flood of customers for its launches this week. Some employees have even said pre-sale plans are the same as they were before the debut of new iPhones in the fall. That suggests Apple expects there will be significant pent-up demand for the new products and that at least one of them will have major mainstream appeal.”
Apple will slowly reveal details about new products this week. Monday has revealed news of the iPhone 17e, an affordable product starting at $599. It also announced a new M4 iPad Air, starting at $599. Pre-orders for the devices will begin on Wednesday, March 4.
Since launching the iPhone 17 series in September 2025, Apple has been breaking sales records. Tim Cook said demand for the iPhone 17 was extremely high last year, and the company recently announced it broke its quarterly revenue record, driven by iPhone sales. In January, Apple officially surpassed Samsung to become the world’s most popular smartphone brand.
The company could see higher revenue in the coming months as cheaper versions of its iconic products roll out. Apple is expected to make more announcements on Tuesday ahead of Wednesday’s “Special Experience.”
All in all, this is going to be a big week for Apple and its fans.
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