Apple confirms 28 October Los Angeles event, touch-screen MacBook expected
In short
Apple confirmed on Monday that it will hold a product event in Los Angeles on 28 October titled "Pro and tell", where CLS and Jiemian say it plans its first touch-screen MacBook. Bloomberg's Mark Gurman earlier reported that new Macs and possibly an iPad mini would go on sale on 6 November. Specifications and the sales date come from reports, not from Apple.
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Apple confirmed on Monday that it will hold a product event in Los Angeles on 28 October, CLS and Jiemian reported. The event is themed "Pro and tell". CLS and Jiemian said Apple plans to introduce its first touch-screen MacBook there. [ 7 , 11 ]
cnBeta and 36Kr said Apple sent invitations to media and analysts on Monday, naming the event "Apple Experience in Los Angeles". The email read "Pro and tell", which the reports said suggests a focus on high-end "Pro" devices with powerful in-house chips. [ 8 , 9 ]
Yicai and Jiemian said the new touch-screen MacBook is expected to use an iPhone-style Dynamic Island interface. Jiemian added that it is expected to have an OLED screen, and said both features would be firsts on the Mac. Both outlets said it is expected to carry M5 Pro and M5 Max chips, matching the MacBook Pro launched in March. Yicai said a new entry-level MacBook Pro with an M6 chip and an OLED iPad mini may also appear. [ 10 , 11 ]
Before the announcement, IT Home, 36Kr, cnBeta and Jiemian relayed a report by Bloomberg's Mark Gurman that Apple would most likely put several products on sale on Friday 6 November. They are an OLED MacBook Pro, a 14-inch MacBook Pro and an iMac with M6 chips, and/or an OLED iPad mini 8. The launch was expected on 27 or 28 October. Jiemian added that, according to Gurman, HomePod mini 2 would go on sale on 30 October and HomeView and a fourth-generation Apple TV 4K on 13 November. [ 2 , 3 , 4 , 5 ]
IT Home reported that Apple's official Xiaohongshu account posted "lots of good news, we will tell you next week", without giving a date. 36Kr cited Melius Research analyst Ben Reitzes, who wrote on Monday that he expects new Macs this autumn, including a touch-screen laptop. He called the cadence a "major shift" from the usual two events a year for John Ternus, who succeeded Tim Cook as chief executive last month. [ 6 , 9 ]
On 18 October, cnBeta had reported a rumour that Apple stores would change their displays on 6 November. It said the rumoured design details, including a lighter body and a Dynamic Island replacing the notch, have no official specifications behind them. It added that store changes alone cannot show products have been scheduled. [ 1 ]
Why it matters
The event follows a reported run of Friday product launches, and Melius Research analyst Ben Reitzes called the cadence a "major shift" from Apple's usual two events a year. The Chinese tech and business outlets treated the touch-screen MacBook as the main item to watch.
Key facts
- Apple confirmed a product event in Los Angeles on 28 October, themed "Pro and tell". [ 7 , 8 , 9 , 10 , 11 ]
- CLS and Jiemian reported that Apple plans to introduce its first touch-screen MacBook at the event. [ 7 , 11 ]
- Invitations were sent to media and analysts on Monday; the event is named "Apple Experience in Los Angeles". [ 8 , 9 ]
- Yicai and Jiemian said the new touch-screen MacBook is expected to use M5 Pro and M5 Max chips, matching the MacBook Pro launched in March. [ 10 , 11 ]
- Gurman reportedly said several new products, including an OLED MacBook Pro and M6 14-inch MacBook Pro and iMac, would go on sale on 6 November. [ 2 , 3 , 4 , 5 ]
- Apple's official Xiaohongshu account posted "lots of good news, we will tell you next week", IT Home reported. [ 6 ]
Confirmed by several sources
Still unclear
- Whether the new products will go on sale on 6 November. The date comes from Gurman's report as relayed by IT Home, 36Kr, cnBeta and Jiemian; Apple has not stated it.
- Which products besides the touch-screen MacBook will be shown. Gurman's list is phrased as the OLED MacBook Pro, M6 14-inch MacBook Pro and iMac, "and/or" an OLED iPad mini 8; Yicai says they are expected to appear.
- Design and chip details of the touch-screen MacBook. The Dynamic Island interface, OLED screen and M5 Pro/M5 Max chips are described as expected; cnBeta said earlier rumours of a lighter body and a Dynamic Island replacing the notch have no official specifications behind them.
- Whether Apple store display changes on 6 November point to launch dates. cnBeta said the rumoured store changes give only a clue to timing and cannot prove products have been scheduled.
- Apple sent invitations to media and analysts on Monday. Reported by a single source so far
- Apple's official Xiaohongshu account hinted at announcements the following week without giving a date. Reported by a single source so far
What local media are saying
Timeline, local time
- cnBeta reported a rumour that Apple stores would change displays on 6 November (18 October). [ 1 ]
- IT Home relayed Gurman's report of a 6 November sales date and an event on 27 or 28 October (19 October). [ 2 ]
- Jiemian published Gurman's schedule of Friday launches (19 October). [ 5 ]
- IT Home reported Apple's Xiaohongshu post about good news the following week (20 October). [ 6 ]
- CLS reported Apple's confirmation of the 28 October event (20 October). [ 7 ]
- Yicai reported the event and the expected touch-screen MacBook details (20 October). [ 10 ]