Apple usually hosts launch events at its futuristic headquarters, Apple Park, in Cupertino, California.
But the tech giant is challenging tradition with its upcoming event, which will take place in a few weeks.
Media in London, New York and Shanghai have been invited to a “Special Apple Experience” on March 4, 2026.
The invitation to the event in London, which was provided by Daily Mail, simply says:
“You are invited. Please join us in person for a Special Apple Experience in London. March 4, 2026, 14:00 PM GMT.”
The invitation also features a 3D Apple logo, made up of yellow, green, and blue discs.
As always, Apple doesn't provide details about what will happen during the event.
However, rumors suggest that the company may be planning to launch a new iPhone, called the iPhone 17e.
Typically, Apple events take place at Apple Park and are broadcast in real time to the entire world.
But the March 4 event is described as an "experience" and is not listed on Apple's events page - suggesting it may not be streamed online.
The invitation was sent today at 14:00 GMT and has already caused a lot of reactions on social media.
One user wrote: "Apple's event on March 4th will not be a typical event. It's called an 'experience' for media and influencers to try out products and demos."
Another added: "Invitations have officially been sent. Note the words: they call it an experience, not a keynote. Something big is happening in the Big Apple. What are they hiding?"
Some rumors talk about the iPhone 17e, the successor to last year's more affordable iPhone 16e.
The iPhone 17e is expected to feature the same super-fast A19 chip as the flagship iPhone 17 model and long-awaited features like MagSafe wireless charging.
Apple is expected to keep the same price level as last year's iPhone 16e:
According to Apple analyst Bloomberg, Mark Gurman, the iPhone 17e will offer more features than the iPhone 16e for the same price.
In addition to the new A19 chip, the phone is said to also have the latest C1X cellular chip and the N1 wireless chip.
One of the most exciting upgrades for fans may be MagSafe support. The current iPhone 16e only supports 7.5W Qi charging, while the iPhone 17e can work with Apple's latest MagSafe accessories, offering up to 25W charging — much faster for a budget phone.
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