Apple usually hosts its launch events at its futuristic Apple Park headquarters in Cupertino, California.
But the tech giant is breaking tradition with its next event, which is taking place in just a few weeks.
Media in London, New York and Shanghai have all been invited to a 'special Apple Experience' on 4 March 2026.
The invitation to the London event, which was received by the Daily Mail, simply reads: 'You're invited.
'Please join us in person for a special Apple Experience in London. 4 March 2026. 2:00pm GMT.'
In addition, the invitation features a 3D Apple logo design made up of yellow, green, and blue discs.
As always, Apple is remaining tight-lipped on what's in store.
However, rumours suggest the tech giant might be planning to launch a brand new iPhone, called the iPhone 17e.
Media in London , New York and Shanghai have all been invited to a 'special Apple Experience' on 4 March 2026. The London invitation, which was received by the Daily Mail simply reads: 'You're invited. Please join us in person for a special Apple Experience in London. 4 March 2026. 2:00pm GMT'
The iPhone 17e is expected to look similar to the iPhone 16e (pictured), and will maintain the same £599 starting price as its predecessor
Usually, Apple's launch events take place at Apple Park and are broadcast to the world in real-time.
However, the 4 March event is instead described as an 'experience', and is not listed on Apple's events page - suggesting it might not be broadcast.
The invite was sent out at 14:00 GMT today, and has already caused quite the stir across social media.
'The March 4 Apple "event" won't be a typical event,' one user tweeted.
'It's being called an "experience" for press and influencers to get hands-on time with new products and demos.
'Don't expect a normal online event; it's not even on Apple's events page.'
Another wrote: 'Invites are officially out. Note the wording: they're calling it an experience, not a keynote. Something big is going down in the Big Apple. What are they hiding?'
And one added: 'Woah! Apple announcing an event 2.5 weeks ahead. That's quite rare! Getting rid of all the speculation all at once lol.'
Apple usually hosts its launch events at its futuristic Apple Park headquarters in Cupertino, California
What do we know about the iPhone 17e?
- A19 chip
- MagSafe charging
- C1X cellular chip
- N1 wireless chip
Expected price: £599/£699/£899
Rumoured launch date: February 23-25
One of the most highly rumoured products that Apple is the iPhone 17e, which is expected to be a successor to last year's more budget-friendly iPhone 16e.
The iPhone 17e is expected to have the same super-fast A19 chip as the flagship iPhone 17 and long-awaited features like MagSafe wireless charging.
Most importantly, Apple is predicted to keep the pricing at the same level it was for last year's iPhone 16e.
That means the iPhone 17e could cost £599 for a 128GB variant, £699 for 256GB, and £899 for the most expensive 512GB option.
According to Bloomberg's Apple analyst Mark Gurman, the iPhone 17e will have a simple appeal; customers will get more features than an iPhone 16e for the same cost.
While budget smartphones don't often see major upgrades, this could suggest Apple is planning more than a few new colours for its wallet-friendly option.
Besides the rumoured A19 chip, it has also been suggested that the new phone will get Apple's latest C1X cellular chip and the N1 wireless chip.
The most exciting potential upgrade for many fans might be the inclusion of MagSafe charging.
The iPhone 17e is rumoured to have the same super-fast A19 chip as the flagship iPhone 17 (pictured) and long-awaited features like MagSafe wireless charging
Apple is rumoured to be launching a brand new iPhone 'imminently' - here's what we expect
The current iPhone 16e only supports Qi wireless charging at 7.5W, but the new iPhone 17e might be compatible with Apple's latest MagSafe accessories.
That could offer speeds up to 25W, enabling much faster wireless charging for the budget smartphone.
The Daily Mail will be at Apple's launch event on 4 March, so make sure you check back in then for all the latest announcements!
THE TRILLION DOLLAR RISE OF APPLE
1976: Founders Steve Jobs, Steve Wozniak and Ronald Wayne created the company on April 1 1976 as they set about selling computer kits to hobbyists, each of which was built by Wozniak. The first product was the Apple I.
1977: Apple released the Apple II in June, which was the first PC made for the mass market.
1981: Jobs became chairman.
1984: The Macintosh was introduced during an ad break for the Super Bowl and later officially unveiled during a launch event. It was discontinued a year later and Jobs left the firm.
1987: Apple released the Macintosh II, the first colour Mac.
1997: Apple announces it will acquire NeXT software in a $400 million deal that involves Jobs returning to Apple as interim CEO. He officially took the role in 2000.
2001: Apple introduced iTunes, OS X and the first-generation iPod.
2007: Apple unveils the iPhone.
2010: The first iPad was unveiled.
2011: Jobs resigned in 2011 due to illness, handing the CEO title to Tim Cook. Jobs died in October from pancreatic cancer.
2014: Apple unveiled the Apple Watch. It also unveiled its first larger iPhones - the 6 and 6 Plus.
2015: After purchasing Beats from Dr Dre, Apple launched Apple Music to compete with Spotify and other music streaming services.
2016: Apple returned to its roots and announced the 4-inch iPhone SE. Meanwhile, the firm is embroiled in a legal battle with the FBI, involving the agency demanding access to the locked phone used by Syed Farook, who died in a shootout after carrying out a deadly December attack in San Bernardino, California with his wife. The court order was dropped on March 28 after the FBI said a third party was able to unlock the device.
2017: Apple introduces the iPhone X, which removes the home button to make way for a futuristic edge-to-edge screen design and a new FaceID system that uses advanced sensors and lasers to unlock phones with just the owner's face.
2018: In a first for the company, Apple introduces new features in its latest operating system, iOS 12, that encourage users to manage and spend less time on their devices. The move was spawned by a strongly worded letter from shareholders that urged the firm to address the growing problem of smartphone addiction among kids and teenagers.
2019: In January, Apple reports its first decline in revenues and profits in a decade. CEO Tim Cook partly blamed steep declines in revenue from China.
2020: In March, Apple closes all its bricks-and-mortar retail stores outside of China in response to coronavirus.
2021: In an online virtual event in April CEO Tim Cook declared Apple's goal of becoming carbon neutral for Earth Day. Later in the year the iPhone 13 was announced.
2022: In September the iPhone 14 was announced. One of the new features included a new sensor to detect if a user had been in a car crash as well as an improved camera system.
2023: Apple brought back its 'Home Pod' after the first generation was discontinued. The 'Home Pod' can be seen as an alternative to Amazon's Alexa or Google Home as it is powered by voice commands.
2024: Apple makes its first steps into artificial intelligence with the release of Apple Intelligence. The features are not all released at once with many delayed until the following year.