Apple sets 'Pro and Tell' product launch for October 28
Oct 22, 2026
Apple (NASDAQ: AAPL) has invited media to an in-person product launch "experience" in Los Angeles on Wednesday, October 28, 2026, under the tagline "Pro and Tell", according to MacRumors, TidBITS and CNBC.
What Apple has confirmed
According to the reports:
- the event will take place in Los Angeles on October 28, starting at 10:00 a.m. Pacific Time
- invited media will get hands-on time with the new products, rather than watching a traditional keynote presentation
- for everyone else, the announcements are expected to be published through Apple press releases
- Apple executive Greg Joswiak posted on social media that he "can't wait to pro and tell next week"
Apple has not said which products it will present.
What has been reported
Several reports point to new Mac and iPad models. MacRumors reported that rumours suggest a MacBook Pro with a touchscreen OLED display, an entry-level MacBook Pro and an iMac with a new M6 chip, and an iPad mini with an OLED display. Bloomberg's Mark Gurman reported that some of the new devices could go on sale on November 6. These reports have not been confirmed by Apple and may not be accurate.
Apple's recent launches
The event follows an Apple launch earlier in October focused on smart home products. In September, Apple typically presents its new iPhone models. According to Gurman, the October 28 launch is likely to be Apple's last major product launch of 2026.
How Apple's product launches work
Apple announces most new products at events or through press releases, and usually starts taking pre-orders shortly after. Products then go on sale one or more weeks later. For investors, launches can provide information about Apple's product plans, prices and the timing of new devices ahead of the holiday shopping season.
The Mac and iPad businesses
The iPhone is Apple's largest source of revenue, but the Mac and iPad are also significant product lines. Apple has moved its Mac computers to its own M-series chips over the past several years, and new chip generations are often a central part of Mac launches. The holiday quarter, from October to December, is usually Apple's strongest period of the year for sales.
A different launch format
Apple has used several formats for its announcements in recent years, including pre-recorded video presentations, live events at its headquarters in Cupertino and smaller in-person sessions for media. The October 28 launch follows the smaller format, which Apple also used for its smart home products earlier this month. In this format, the main details are usually published in press releases at the start time.
Why the timing matters
Launching new products in late October allows them to go on sale ahead of the holiday shopping season, when many consumers buy electronics. New Mac models also give Apple an opportunity to update its computer line-up with its latest chips. Investors often follow how new products are priced and whether they introduce new features, such as a touchscreen, that could change demand.
What to watch
Key items include which products Apple announces, their prices and release dates, and any new features. Apple's fiscal fourth-quarter results, which cover the period to late September, are also due in the coming weeks.
Risks and uncertainties
Reports about unannounced products may be inaccurate, and Apple may present different products than expected. Demand for new devices can be affected by prices, competition and the wider economy. Technology shares can be volatile around product launches.
What this means for investors
For Investing.one users following AAPL, the October 28 announcements and the upcoming quarterly results may be relevant. The information above is based on media reports about Apple's invitation; product details are not yet confirmed by Apple.
Sources
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