Key Highlights

  • Apple will hold a "Pro and tell" launch event in Los Angeles on October 28, 2026.
  • The theme points to high-end Pro devices built on Apple-designed chips.
  • Analysts expect new Macs, including a first MacBook Pro with a touch screen.
  • It is the third launch event since John Ternus became chief executive last month.
  • Macs generate about 10 per cent of revenue, so iPhone sales still anchor earnings.

Apple (NASDAQ: AAPL) has set October 28 for a "Pro and tell" launch event in Los Angeles, the third product showcase of John Ternus's short tenure as chief executive. Invitations reached media and analysts on Monday. Attention centres on a possible MacBook Pro with a touch screen, a change that would break with years of Mac design.

What Apple Has Announced

The event begins at 10 AM PT, or 1 PM ET, and is billed as an "Apple Experience in Los Angeles". The "Pro and tell" title suggests premium devices with powerful in-house chips. Apple has not named any product. Expectations of new Macs, including a touch-screen MacBook Pro and possibly an iPad mini, come from analyst commentary and press reports, and they may not match what Apple shows.

What the Lineup May Include

Analysts expect new Macs this autumn, a touch-screen notebook among them. Some technology outlets also anticipate a new iPad mini. The current model dates to 2024 and uses an A17 Pro chip, and Apple's small tablets have tended to follow a cycle of two to three years.

The Mac range has room for updates. The iMac has not been refreshed since October 2024. The Mac mini and Mac Studio received new chips in August, while the MacBook Pro and MacBook Air were updated in the spring with M5 processors, alongside a low-cost MacBook Neo.

A Faster Launch Rhythm

Apple has typically held two events a year, so three launches in a short span marks a notable change of pace. Ternus, who took over from Tim Cook last month, is reported to be working to speed up product development and simplify the company's structure.

The first event, at Apple's headquarters, introduced new iPhones, including the foldable iPhone Duo. An EU energy label has since listed the Duo's battery at 4,883 mAh, rated to hold up for 1,000 charge cycles. The second, held in New York last week, centred on smart home devices, including the HomeView display and other Siri-powered products. Apple usually keeps June for a software-focused developers conference and uses the autumn for iPhones and consumer hardware.

Why the Mac Matters

Macs made up about 10 per cent of sales in the latest quarter, so Apple's results remain closely tied to the iPhone. The category still carries strategic weight. Apple's chips can access more memory, at higher speeds, than many consumer processors, which suits artificial intelligence workloads run on the device itself.

That strength was on show last week, when Apple and Meta Platforms (NASDAQ: META) announced they would bring a large open-weight model, developed by Meta, to high-end Mac Studio systems.

A Break With Past Thinking

A touch-screen laptop would be a reversal. Apple's software chief argued in 2018 that touch input would tire laptop users, and the company has kept touch off the Mac since. If a touch-screen MacBook Pro does arrive, its design and its fit with the Mac's existing controls are likely to draw close scrutiny.

Market Backdrop and Risks

Apple shares have gained about 26 per cent this year, outpacing the S&P 500. Launches can influence sentiment, but their effect on sales and valuation is uncertain. A stronger Mac range could reinforce Apple's AI story, while a busy event calendar and heavy reliance on iPhone Revenue are factors Market Participants may weigh.