Apple sets 'Pro and Tell' event in Los Angeles for October 28
In short
Apple sent invitations on Monday for a product event called "Pro and Tell" on October 28 in Los Angeles, starting at 10 a.m. PT. Outlets citing Bloomberg report that Apple is expected to show a MacBook Pro with an OLED touchscreen, an M6 iMac and an OLED iPad mini.
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Apple announced a product event called "Pro and Tell" for October 28 in Los Angeles. The event starts at 10 a.m. PT (1 p.m. ET), according to invitations sent on Monday. 9to5Mac said the invite was sent to members of the press and posted on social media by Greg Joswiak. Joswiak, Apple's senior vice president of marketing, wrote on X: "Can't wait to pro and tell next week." [ 1 , 2 , 4 , 6 ]
MacRumors said "Pro and Tell" will not be a traditional Apple event, like the October 13 "Welcome Home" announcement. Some media have been invited to Los Angeles for hands-on time with the new devices, while everyone else will see the announcements in press releases on October 28. MacRumors said those could come at 10:00 a.m. Pacific Time or around 9:00 a.m. Eastern Time. Engadget said the event is said to be an all-day affair. [ 3 , 9 ]
Citing Bloomberg, several outlets report that the headline product is a MacBook Pro with an OLED touchscreen. The Verge, citing Bloomberg, said it would be lighter and have a Dynamic Island like the iPhone, and the Seattle Times said it would be the first touch-screen MacBook. Engadget said the touchscreen models would use M5 Pro and Max chips in 14-inch and 16-inch formats. Bloomberg also reported a 14-inch MacBook Pro and an iMac with the M6 chip, and an iPad mini with an OLED screen. [ 2 , 3 , 6 ]
The October 13 "Welcome home" event took place in New York City and included the HomeView smart display, the HomePod mini 2 and a new Apple TV 4K. CNET said Apple's "Surprise and Shine" event almost two months earlier announced the iPhone Duo, the iPhone 18 Pro and Pro Max and the Apple Watch Series 12, and that new iPhones, Apple Watches or HomePods are unlikely on October 28. The outlets differ on counting: 9to5Mac calls the event Apple's second of October, Engadget the third product event of the season, and CNBC its third launch in Ternus' brief tenure. [ 1 , 2 , 3 , 4 , 5 ]
CNBC said Apple's Mac sales were about 10% of overall revenue in the most recent quarter and that the iMac has not been updated since October 2024. It noted that Craig Federighi explained in 2018 that touchscreen ergonomics would fatigue users. The Seattle Times, citing Bloomberg, said the new touch-screen MacBook Pros would mark a major reversal and that Apple retail stores are preparing to begin selling new products on November 6. [ 5 , 6 ]
Why it matters
CNBC notes that Apple has historically been dismissive of touchscreen laptops, and the Seattle Times calls a touch-screen MacBook Pro a major reversal. CNBC says Macs made up about 10% of Apple's revenue in the most recent quarter.
Key facts
- Apple's "Pro and Tell" event is set for October 28 in Los Angeles at 10 a.m. PT (1 p.m. ET), according to invitations sent on Monday. [ 1 , 2 , 4 , 6 ]
- Greg Joswiak, Apple's senior vice president of marketing, wrote on X: "Can't wait to pro and tell next week." [ 2 , 4 ]
- Bloomberg reported that Apple plans a MacBook Pro with an OLED touchscreen, a new iMac with an M6 chip and an iPad mini with an OLED screen. [ 2 , 3 , 4 , 6 ]
- The Seattle Times, citing Bloomberg, said Apple retail stores are preparing to begin selling new products on November 6. [ 6 ]
- The event follows the "Welcome home" event on October 13 in New York City, which introduced the HomeView smart display, the HomePod mini 2 and a new Apple TV 4K. [ 1 , 2 , 6 ]
- CNBC reported that the iMac has not been updated since October 2024. [ 5 ]
Confirmed by several sources
- Apple announced a product event called "Pro and Tell" for October 28 in Los Angeles at 10 a.m. PT. [ 1 , 2 , 3 , 4 , 6 , 9 ]
- Apple held a "Welcome home" event on October 13 that included the HomeView, the HomePod mini 2 and a new Apple TV 4K. [ 1 , 2 , 6 ]
- Several outlets, citing Bloomberg, report that Apple is expected to unveil a MacBook Pro with an OLED touchscreen and an iPad mini with an OLED display. [ 2 , 3 , 4 , 6 , 9 ]
Still unclear
- Exactly which products Apple will announce. CNET says Apple is historically tight-lipped about what it shows; the product lists come from Bloomberg reporting and rumors, not from Apple.
- How many product events Apple has held recently. 9to5Mac calls it Apple's second event of October, Engadget calls it the third product event of the season, and CNBC calls it the third launch in Ternus' tenure.
- When Apple will publish the announcements on October 28. MacRumors says press releases could come at 10:00 a.m. Pacific Time or around 9:00 a.m. Eastern Time.
- The November 6 on-sale date for new products. Only the Seattle Times, citing a Bloomberg report, gives this date.
What local media are saying
Timeline, local time
- 9to5Mac reports that Apple announced the October 28 "Pro and tell" event. [ 1 ]
- The Verge reports that Apple has sent invites for the event. [ 2 ]
- CNET reports that Apple sent invitations on Monday for the event. [ 4 ]
- The Seattle Times reports that Apple confirmed the event on Monday. [ 6 ]
- Reuters publishes a headline saying Apple will host the event in Los Angeles. [ 7 ]