Apple sets a launch event for October 28

Apple announced on Monday, October 19, 2026, that it will hold an event called "Pro and tell" in Los Angeles on Wednesday, October 28. It is set to start at 10 a.m. Pacific time. Invitations went to the press, and Apple marketing chief Greg Joswiak shared the news on X.

Apple did not say which products it will show. According to Bloomberg reporter Mark Gurman, the main product is expected to be Apple's first MacBook Pro with a touchscreen. Bloomberg says the new 14-inch and 16-inch models would have OLED screens, a lighter design and, for the first time on a Mac, the Dynamic Island used on the iPhone. They are expected to use M5 Pro and M5 Max chips.

Reports also mention other products. Bloomberg says Apple may show a new iPad mini with an OLED screen, as well as an entry-level 14-inch MacBook Pro and an iMac with the new M6 chip. Macworld says the touchscreen model could cost more than the current MacBook Pro.

The format may be different from a classic Apple keynote. Macworld describes it as an "Apple Experience" and expects press releases and videos rather than a long live presentation. It is Apple's second event this month, after a smart home launch on October 13.

None of the products are confirmed by Apple. Prices and sale dates are also unknown. 9to5Mac, citing Bloomberg, reported that sales could start around November 6, but this is not confirmed.