Apple sets “Pro and tell” launch for October 28, with a touchscreen MacBook Pro expected

Apple has one more launch lined up for October. The company has invited journalists and creators to a new-product showcase in Los Angeles on Wednesday, October 28, at 10 a.m. Pacific. The invite's tagline is “Pro and tell,” a play on the classroom “show and tell.” Greg Joswiak, Apple's senior vice president of worldwide marketing, posted the invite artwork on X on Monday with the line “Can't wait to pro and tell next week.”

When it happens where you are

• US: 10 a.m. Pacific, 1 p.m. Eastern.
• UK: 5 p.m. (the clocks go back on October 25).
• Central Europe: 6 p.m.
• Brazil and Argentina: 2 p.m.
• Mexico City: 11 a.m.

As of publication, Apple had not announced a livestream. According to MacRumors, this is not expected to be a traditional video keynote but a day-long “experience” where press get hands-on time with the devices, with announcements likely arriving as press releases on Apple Newsroom at the scheduled time. Apple used the same format for the HomeView launch.

What to expect (and what is still rumor)

Apple has not said what it will show. The “Pro” in the invite lines up with what Bloomberg's Mark Gurman has been reporting, as summarized by 9to5Mac and Engadget:

• 14-inch and 16-inch MacBook Pro models with OLED touchscreens, a first for the Mac, plus a Dynamic Island and a “significantly lighter” body, powered by M5 Pro and M5 Max chips;
• an iPad mini with an OLED display, a reworked speaker system and a relocated front camera;
• M6 versions of the iMac and the entry-level 14-inch MacBook Pro, keeping their current look.

Gurman has also said, per MacRumors, that the new devices could reach stores on Friday, November 6. None of this has been confirmed by Apple.

How we got here

This is Apple's third launch of the season. September brought the iPhone 18 Pro and the iPhone Duo, Apple's first foldable iPhone, which opened for pre-orders on October 16. On October 13, at the “Welcome home” event in New York, Apple introduced the HomeView smart display, the HomePod mini 2 and a new Apple TV 4K. The M6 chip debuted in August in the Mac mini. Official US pricing should arrive on October 28, and we will update this story then.