Apple October 28 event: Pro and Tell time and what to expect

Key takeaways

• Apple's "Pro and Tell" launch takes place on Wednesday, 28 October 2026, in Los Angeles, with a start time of 10 a.m. Pacific (17:00 UTC).
• Apple marketing chief Greg Joswiak teased it on X on 19 October: "Can't wait to pro and tell next week."
• Reports describe a press and creator hands-on day rather than a filmed keynote; announcements are expected to arrive as press releases on Apple.com.
• Bloomberg's Mark Gurman reports Apple's first touchscreen MacBook Pro with an OLED display, plus an M6 MacBook Pro, a new iMac and an OLED iPad mini. Apple has not confirmed any product.
• Bloomberg says Apple stores are preparing to sell the new devices from Friday, 6 November.

The Apple October 28 event, branded "Pro and Tell," starts at 10 a.m. PT (17:00 UTC) in Los Angeles, according to Apple's invitation. Expect a hands-on media session rather than a streamed keynote; Bloomberg reports a touchscreen OLED MacBook Pro, which Apple has not confirmed.

This page will be updated at the same address after the announcements on 28 October.

Apple October 28 event: date, time and place

Apple sent the invitations on Monday, 19 October. On the same day Greg Joswiak, Apple's senior vice president of worldwide marketing, posted an animated version of the invitation on X with the line "Can't wait to pro and tell next week." 9to5Mac, Macworld and MacStories all reported the same details: Wednesday, 28 October, 10 a.m. Pacific, Los Angeles.

Bloomberg's Mark Gurman, who reported the event before Apple confirmed it, called the "Pro and tell" name a nod to the MacBook Pro. Gurman had first pointed to 27 October as the launch date. The day Apple confirmed is 28 October.

On 28 October the US is still on daylight saving time, while the UK and most of Europe will have turned their clocks back on 25 October. Here is when 10 a.m. Pacific falls in major cities:

Conversions are from 10 a.m. Pacific Daylight Time (UTC−7) on 28 October 2026.

Is there a livestream? What the "Apple Experience" format means

Apple has not announced a livestream, and the outlets covering the invite expect none. MacRumors reported that Apple is not holding a traditional event: some media are invited to Los Angeles to try the devices, and everyone else gets the news through press releases. Macworld calls it another "Apple Experience" and expects press releases and possibly a video or two on Apple.com, but no full keynote. Engadget describes it as "a briefing for the press and creators."

MacRumors says the releases could go out at 10 a.m. PT. They could also land earlier, around 9 a.m. ET, which Apple often does with press-release launches. Anyone who wants the news first should check the Apple Newsroom on the morning of 28 October rather than wait for a stream.

Apple's previous launch was on 13 October in New York. That "Welcome home" day introduced the HomeView smart display, the second-generation HomePod mini and a new Apple TV 4K, 9to5Mac reported.

What Apple has confirmed so far

As of 24 October, Apple has confirmed only three things: the date, the Los Angeles location and the "Pro and tell" tagline. It has named no products, prices or release dates. Everything else on this page comes from reporting and should be treated as rumor until Apple publishes its announcements.

Expected products: touchscreen MacBook Pro, M6 Macs and iPad mini

The table below lists the products most widely reported for the event and who reported each one. None of them is confirmed by Apple.

The touchscreen MacBook Pro

The headline product is a MacBook Pro with a touch-enabled OLED screen in 14-inch and 16-inch sizes, according to Bloomberg. Gurman reports that it adds a Dynamic Island, the interactive cut-out from the iPhone, and keeps the M5 Pro and M5 Max chips rather than moving to new high-end chips. MacRumors adds that touch is expected to complement the keyboard and trackpad rather than replace them, and that the hinge is reinforced so the display does not wobble when tapped.

It would be a turnaround for Apple. For years the company argued that macOS is designed for a pointer, not a finger, and that it would not merge the Mac and iPad experiences. Macworld and MacRumors both expect the touchscreen model to cost more than today's MacBook Pro. MacRumors says it may be sold alongside the current models rather than replace them.

M6 MacBook Pro and iMac

The M6 is Apple's first chip on a 2-nanometre process, according to TNW. It went into the Mac mini in August. Reports expect it to reach the entry-level 14-inch MacBook Pro and the 24-inch iMac in their current designs. Engadget notes the iMac is due for an update because the current model still runs the M4 chip from 2024.

OLED iPad mini

Gurman first reported an OLED iPad mini in July and said it was planned for October. MacRumors expects the A20 Pro chip from the iPhone 18 Pro, a vibration-based speaker without speaker holes, and possibly Apple's first water-resistance rating on an iPad. It is not yet clear whether the screen will run at 120Hz. MacRumors also cites a report that the new model could cost about $200 more than today's $599 iPad mini. Apple has not set a price.

Release date: when the new Macs could go on sale

Bloomberg reported that Apple's retail stores are preparing to start selling the new products on Friday, 6 November. MacRumors says that if Apple follows the pattern of its home-product launch, pre-orders would open on 28 October, the day of the announcements. Neither date is confirmed by Apple.

Where the event fits in Apple's autumn

"Pro and Tell" is Apple's third launch this autumn and the second October launch, after the "Welcome home" products. It is also the second event under chief executive John Ternus, who succeeded Tim Cook on 1 September, according to TNW and HotHardware. The September event introduced the iPhone 18 line and Apple's first foldable phone. The iPhone Duo went on sale on 23 October with limited walk-in stock. Early iPhone Duo reviews praised the hinge, but some owners have since posted reports of inner screens cracking at the fold.

What it means

For buyers, the main question is timing. If the reports are right, anyone planning to buy a MacBook Pro, iMac or iPad mini this autumn will see new models within days. A MacBook Pro with a touchscreen and an OLED panel would be the biggest change to Apple's laptops in years. The reported choice to keep M5 Pro and M5 Max chips means the redesign, not raw performance, would be the selling point for the top models.

For Apple, the format matters as well. A press-release launch with hands-on sessions, instead of a filmed keynote, is how the company has handled smaller updates. Using it for the first touchscreen Mac suggests Apple wants reviewers' hands-on impressions, more than a stage presentation, to shape the first reactions. Until the releases go out on 28 October, product details, prices and dates remain unconfirmed.

Sources

• 9to5Mac: Apple announces special event for October 28, "Pro and tell"
• Bloomberg (Mark Gurman) via Yahoo Finance: Apple announces Oct. 28 event for touch-screen MacBook Pro
• MacRumors: Apple's October 28 "Pro and Tell" launch: what's coming
• Macworld: Apple teases "Pro and Tell" event on October 28
• Engadget: What to expect at Apple's "Pro and Tell" event on October 28
• MacStories: Apple announces October 28 "Pro and Tell" event
• TNW: Apple sets 28 October event, expected to bring its first touchscreen Mac
• HotHardware: Apple confirms Pro and Tell October event as touchscreen Macs loom
• Business Today: Apple announces "Pro and Tell" event for next week
• Apple Newsroom