announced a product launch event for Oct. 28 in Los Angeles, sending invitations to media and analysts on Monday for what it calls an "Apple Experience in Los Angeles."
The invitation email says "Pro and tell," suggesting the launch will focus on high-end "Pro" devices with Apple's homegrown chips. Analysts expect Apple to release new Macs, potentially including the company's first touchscreen laptop.
, an analyst at , wrote in a note on Monday that he expects new Macs to be introduced this fall, "including a touchscreen notebook."
Reitzes said that for CEO , who succeeded Tim Cook last month, the launch schedule marks a "meaningful shift" from what had been two events a year. The Oct. 28 event will be Apple's third launch in Ternus' brief tenure, after an event at company headquarters for new iPhones, including the foldable Duo, and a New York gathering centered on smart home hubs and a new speaker with a screen called HomeView.
Apple updated its Mac Mini and Mac Studio desktops with new chips in August and refreshed the MacBook Pro in the spring, along with a new low-cost MacBook Neo. The iMac desktop hasn't been updated since October 2024.
In the most recent quarter, Mac sales accounted for about 10% of Apple's overall revenue, as the company remains heavily reliant on iPhones. Apple shares are up 26% so far this year, outperforming the S&P 500.
Apple has historically been dismissive of touchscreen laptops. Software chief Craig Federighi explained in 2018 that the ergonomics would fatigue users.
Last week, Apple and teamed up to bring a large open-weight model developed by Meta to multiple high-end Mac Studios.