• Apple is planning something for "this week," according to CEO Tim Cook.

• His X post was concise, but it's a callback to the launch of the first MacBook Air.

• The announcement is likely for the M4 MacBook Air, Bloomberg reported.

Tim Cook is teasing a new Apple launch coming this week.

The CEO kept his Monday X post brief with a simple caption saying, "this week," and a five-second clip. The post stirred up discussions on whether it's a new iPhone, iPad, or something else.

"There's something in the air," the message in the video said.

A big clue may lie in the five-word sentence Cook chose to post. It's a callback to an ad for the first MacBook Air, which was announced in 2008. Steve Jobs, cofounder of Apple, famously pulled the laptop out of an envelope to demonstrate its thinness.

Jobs kicked off the announcement with the phrase, "There's something in the air."

Bloomberg's Mark Gurman predicts it's the M4 MacBook Air that'll be announced this week. It would bring a new chip to 13-inch and 15-inch Air models as inventory of the current model winds down, Gurman reported.

As of Monday, Apple lists the M3 and M2 MacBook Air models for $1099 and $999, respectively. The M4 MacBook Pro, which was announced in October, starts at $1599.

If there's a product launch this week, it will follow the February announcement of the iPhone 16E — a more affordable model that's compatible with Apple Intelligence.