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Tim Cook has teased a week full of announcements from Apple. In a short video, he hinted at new products coming soon. Industry chatter suggests Apple could unveil as many as seven devices, mostly through press releases instead of a full launch event.

One of the expected launches is the iPhone 17e. This model is likely the successor to last year’s iPhone 16e, which aimed to offer a more affordable iPhone experience. The iPhone 16e did reasonably well, especially in markets where lower-priced flagship phones from other brands were popular. It did not match sales of the main iPhone 16 lineup, but it found its audience among buyers who wanted a capable iPhone without premium pricing. If Apple keeps the balance of performance and price right with the iPhone 17e, it could build on that modest success.

There are also rumors of a new MacBook powered by an A18 Pro chip. That would be notable because Apple generally reserves A-series chips for iPhones and basic tablets. A MacBook with this chip could be aimed at students and light users who want good battery life and everyday performance without the cost of an M-series machine.

A refreshed base iPad with the A18 chip is also expected. The standard iPad has remained one of Apple’s steady sellers, mainly because it offers long software support at a reasonable price. An updated chip would help it stay competitive against entry-level tablets from other brands.

More premium tablets could be on the way, too. Rumors point to new 11-inch and 13-inch iPad Air models with the M4 chip. This would blur the line between Air and Pro models even more. If Apple positions the Air as a powerful daily device, it could appeal to many users who do not need the highest-end features.

We are also expecting 14-inch and 16-inch MacBook Pro machines with M5 Pro and M5 Max chips. These chips are likely to focus on improved performance and stronger support for AI tasks, which is increasingly important for creative and development work.

Apple seems focused on updating chips and performance across its lineup. If prices stay stable, the new products could be well received. However, if prices rise significantly, especially for Macs, buyers may think twice. Many current users are still satisfied with M1 and M2 generation hardware.

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