The Apple Pro and Tell event will take place on Wednesday 28 October 2026 at 10 a.m. Pacific Time in Los Angeles. Apple confirmed the date on 19 October through emailed invitations and a post by marketing chief Greg Joswiak. The invitation names no products.
What Apple Has Confirmed
Apple’s own confirmation amounts to a date, a time, a place and a pun. “Pro and tell” plays on “show and tell”, and Greg Joswiak, Apple’s senior vice president of Worldwide Marketing, wrote on X: “Can’t wait to pro and tell next week.”
| Item | Detail |
|---|---|
| Event name | Pro and tell |
| Date | Wednesday 28 October 2026 |
| Start time | 10 a.m. Pacific Time (17:00 UTC) |
| Location | Los Angeles, California |
| Announced | 19 October 2026, by email to press and a post by Greg Joswiak |
| Products named by Apple | None |
| Livestream | Not announced |
This is Apple’s second event of the month. The company held its “Welcome home” launch on 13 October in New York City, where it introduced the $299 HomeView hub. The iPhone Duo also reached shops on 23 October, five days before this event.
How to Follow the Event Without a Livestream
There is no announced broadcast, and this is not structured as a keynote.
Apple has invited press, analysts and influencers to an in-person session in Los Angeles, described in reporting as an all-day affair at which attendees get hands-on time with the hardware and may publish their first impressions. MacRumors reports that Apple is expected to issue press releases at the 10 a.m. start rather than deliver a staged presentation.
As of 20 October 2026, Apple’s own Events page carries no listing for 28 October. It still features the September event described as “Introducing iPhone Duo, iPhone 18 Pro, Apple Watch Series 12, Apple Watch Ultra 4, and AirPods 5”, with no broadcast offered for the new date.
In practice that means the news will arrive as Apple newsroom press releases and updated product pages at 10 a.m. Pacific, alongside hands-on articles and videos from the journalists in the room. Apple could still add a video later, as it has for previous non-keynote launches, but it has not said it will.
What Is Expected, and Who Reported It
Every product below is press reporting, not an Apple announcement. Bloomberg’s Mark Gurman is the source for most of it.
| Product | Reported changes | Reported by |
|---|---|---|
| MacBook Pro 14-inch and 16-inch | First touchscreen Mac, OLED display, first Dynamic Island on a Mac, significantly lighter | Mark Gurman, Bloomberg |
| iPad mini | OLED display, redesigned speakers, FaceTime camera moved for landscape calls | Mark Gurman, Bloomberg |
| iMac | M6 chip, no exterior redesign | Mark Gurman, Bloomberg |
| MacBook Pro 14-inch, entry model | M6 chip, unchanged design | Mark Gurman, Bloomberg |
A touchscreen Mac would be a genuine first. Apple executives have publicly dismissed the idea for more than a decade, and every Mac shipped so far has relied on a trackpad or mouse. Gurman describes the new machines as substantially lighter than the current Pro models, though no weight figures have been reported.
If the touchscreen MacBook Pro appears, it enters a category Windows makers have had to themselves, where premium touch laptops such as Microsoft’s Surface Laptop Ultra start at $2,599.
Which Chips the New Macs Will Use Is Unclear
The reporting points in two directions at once, and Apple has confirmed no processor.
9to5Mac reported in June 2026 that the touchscreen MacBook Pro models would use the M5 Pro and M5 Max, a detail Engadget characterises as rumour rather than confirmed reporting. Separately, the entry-level 14-inch MacBook Pro and the iMac are reported to move to the M6, which Apple introduced in August 2026 in the Mac mini.
Taken together, those reports would put a lower generation number in the most expensive new Mac than in the cheapest, because Apple’s high-end Pro and Max variants have historically trailed the base chip by several months. Whether that holds this time is unknown, and no outlet has obtained an Apple confirmation either way.
When the Products Might Go on Sale
Announcement day and sale day are not the same, and the reported dates do not agree.
- 28 October 2026: AppleInsider reported the iPad mini and touchscreen MacBook Pro would launch on the event date itself.
- 6 November 2026: Gurman reported the touchscreen MacBook Pro and other devices could instead arrive on that Friday, and 9to5Mac carried the same date on 18 October.
- Successive Fridays: MacRumors reported on 18 October that Apple is expected to release products across the next four Fridays rather than all at once.
- 27 October 2026: Bloomberg’s earlier reporting pointed to on or around that Tuesday, a date most coverage has since dropped in favour of the 28th.
Apple has published no pre-order or availability dates, and no prices have been reported for any of the expected products.
What Apple Has Not Said
As of 20 October 2026, Apple has confirmed the event’s name, date, time and location, and nothing else.
It has not named a single product, confirmed a touchscreen Mac exists, stated which chips any new machine uses, given prices, given availability or pre-order dates, listed the event on its Events page, or said whether a video will follow. The only quotation attributable to the company is Joswiak’s one-line post.
Readers should treat the product list as Bloomberg’s reporting with a strong track record, not as settled fact. Apple has changed or withheld expected products at short notice before.
Frequently Asked Questions
When Is the Apple Pro and Tell Event?
Wednesday 28 October 2026 at 10 a.m. Pacific Time, which is 1 p.m. Eastern Time and 17:00 UTC. It is being held in Los Angeles.
Can I Watch the Apple Pro and Tell Event Live?
No livestream has been announced, and Apple’s Events page listed none as of 20 October 2026. Expect press releases and hands-on coverage from attending journalists instead of a keynote.
What Products Is Apple Expected to Announce?
Reporting points to a touchscreen OLED MacBook Pro in 14-inch and 16-inch sizes, an OLED iPad mini, and an iMac and entry-level MacBook Pro on the M6 chip. Apple has confirmed none of them.
Would This Be the First Touchscreen Mac?
Yes, if it ships as reported. No Mac has shipped with a touchscreen, and Apple executives spent years publicly rejecting the idea.
When Will the New Macs Go on Sale?
Apple has not said. Reported dates range from the event day itself to Friday 6 November, and one report suggests releases spread over several Fridays.
