Apple schedules Pro and Tell launch event in Los Angeles for October 28

Apple has scheduled its next product showcase, named Pro and Tell, for October 28 in Los Angeles. MacRumors, 9to5Mac, Engadget, Mashable, The Verge, Reuters, CNBC, Bloomberg, and The Apple Post all reported on the upcoming gathering. 9to5Mac, Mashable, and The Verge noted that the event will begin at 10 a.m. Pacific Time, or 1 p.m. Eastern Time. Mashable reported that the event takes place on Thursday, while MacRumors and 9to5Mac stated it is scheduled for Wednesday. [1][2][3][4][7][8][9][10][11]

The event will not follow Apple's standard online stream format. MacRumors reported that select media members are invited to Los Angeles for hands-on access, while uninvited press will receive product details through press releases. Engadget described the showcase as an all-day affair for media and influencers. 9to5Mac and Engadget noted that this is Apple's second launch of the month, following an October 13 product event in New York City. [1][2][3]

The announcements are expected to focus on new Mac hardware and iPad updates. Engadget, Mashable, Digital Trends, The Verge, CNBC, and Bloomberg reported that Apple is expected to introduce its first touchscreen MacBook Pro. Digital Trends and The Verge added that the laptop will feature an OLED display, with Digital Trends noting it may run on M6-series chips. Engadget, CNET, and The Verge also reported possible updates to the iMac and iPad mini. [3][4][5][6][7][9][10]

The upcoming product releases follow leadership changes at Apple, where Tim Cook transitioned to executive chairman on September 1, 2026, after serving as chief executive officer since August 2011. The Los Angeles event provides digital video creators and production teams with their first look at potential updates to high-end editing hardware. [1][2][3][4][5][6][7][8][9][10][11][12]