Apple on Thursday is expected to unveil new Mac notebooks at the first event dedicated to its personal computer line since March 2015.

If Apple follows its well-worn path, company executives will trot out refreshed hardware and trumpet changes while slides on a big screen strut the new specs and prices.

But some analysts figured Apple may do more than that. Not a “One more thing” moment — the Jobsian habit that always got cheers from partisans, and a practice that current CEO Tim Cook has sometimes copied — but instead an explanation of the Mac, a new narrative for the personal computer, a revamped marketing message for the firm’s lines.

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