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The Apple event October 28 goes by “Pro and tell,” and it starts at 10 a.m. PT (1 p.m. ET) on Wednesday in Los Angeles.
Apple has not said what it will show. However, reports point to the first touchscreen MacBook Pro with an OLED display, an OLED iPad mini and an M6 iMac. Here is the time, what to expect and what it could mean for your next upgrade.
Key Takeaways
- Apple’s “Pro and tell” event is on Wednesday, October 28, 2026, at 10 a.m. PT / 1 p.m. ET in Los Angeles.
- It is Apple’s second event this month, after the “Welcome home” launch on October 13 in New York.
- Bloomberg’s Mark Gurman expects 14-inch and 16-inch touchscreen MacBook Pro models with OLED screens and a Dynamic Island.
- An OLED iPad mini and an M6 iMac are also expected, along with an entry-level M6 MacBook Pro.
- None of these products are confirmed, and reports say some prices could go up.
Apple Event October 28: Date, Time and Place
Apple sent invitations this week, 9to5Mac reported. The event takes place on Wednesday, October 28, at 10 a.m. PT. That is 1 p.m. ET, 12 p.m. CT and 11 a.m. MT.
Apple marketing chief Greg Joswiak posted the invite artwork on social media. The tagline is “Pro and tell,” which hints at Apple’s Pro lineup.
This is the second Apple launch in October. On October 13, Apple held its “Welcome home” event in New York City. There, it showed the HomeView smart display, HomePod mini 2 and a new Apple TV 4K, according to 9to5Mac.
How to Follow Along
Tom’s Guide said it received an invitation and will be on hand in Los Angeles. As with past launches, check Apple’s website and newsroom on the day. Apple will post its own announcements there.
What to Expect: A Touchscreen MacBook Pro
The headline product is likely a new MacBook Pro. A MacBook Pro with an OLED touchscreen has been rumored since at least early 2023, The Verge said.
According to Gurman’s reporting, as summarized by 9to5Mac, the new models would include:
- 14-inch and 16-inch sizes with OLED touchscreens
- A Dynamic Island for the first time on a Mac
- A design that is “significantly lighter” than current models
- M5 Pro and M5 Max chips
Not an iPad Hybrid
Don’t expect a total macOS makeover, though. The Verge said the touchscreen MacBook “isn’t going to be some sort of iPad hybrid.” Instead, it may add small touches, such as a magnification effect when you tap the screen and new gestures in Apple’s apps.
There is also talk of a new name. The name MacBook Ultra has been floating around, The Verge said. Still, it added that Apple is unlikely to rebrand its flagship laptop line.
An Entry-Level M6 MacBook Pro
Apple may also refresh the base 14-inch MacBook Pro. The M6 chip debuted in the Mac mini in August. Now the basic MacBook Pro could move from M5 to M6, according to The Verge.
It might also get a small redesign, such as a hole-punch style camera. Unfortunately, The Verge also said these models are expected to cost more. That is because component shortages are affecting Apple’s lineup.
What to Expect: OLED iPad mini
Another long-rumored product is an iPad mini with an OLED screen. Apart from the iPad Pro, Apple’s tablets have used LCD screens until now, The Verge said.
Gurman’s reporting also mentions a “revamped speaker system” and a relocated FaceTime camera, according to 9to5Mac. Tom’s Guide said the new camera spot may support landscape video calls.
Inside, the tablet could jump from the A17 Pro chip to the A20, which debuted in the iPhone 18. However, The Verge said the OLED screen may add $100 to the price.
What to Expect: M6 iMac
The iMac is also due for an update, nearly two years after its last revision. Reports say it may skip the M5 and go straight to the M6.
Beyond the chip, don’t expect big changes. 9to5Mac said the new iMac should “look like” the current version. On the bright side, The Verge said there could be new color options.
Should You Wait for the Apple Event October 28 Before Buying?
If you are shopping for a Mac or iPad mini right now, waiting a few days is wise. Here is why:
- New models may launch on October 28 with better chips and screens.
- Older models sometimes drop in price at retailers after a launch.
- You can compare the final prices instead of relying on rumors.
On the other hand, if you need a computer today, current models are still capable. Also, remember that new models may cost more this year.
If you follow Apple as an investor, our report on the Nasdaq AI sell-off and your 401(k) explains how tech stock swings can reach your savings. For more on running AI on Apple hardware, see our look at Muse Spark on the Mac Studio.
What We Still Don’t Know
Apple has not confirmed any products. So prices, release dates and exact chips are still unknown. For example, Tom’s Guide said rumors have pointed to both M5 Pro and M5 Max chips and the newer M6 for the touchscreen model.
We will know more after Apple’s announcements on Wednesday.
Frequently Asked Questions
What time is the Apple event October 28?
It starts at 10 a.m. PT, which is 1 p.m. ET, on Wednesday, October 28, 2026.
Where is Apple’s “Pro and tell” event?
The event takes place in Los Angeles.
Will Apple launch a touchscreen MacBook Pro?
It is expected but not confirmed. Bloomberg’s Mark Gurman reports 14-inch and 16-inch OLED touchscreen models.
Is a new iPad mini coming?
Reports point to an iPad mini with an OLED screen, new speakers and a moved FaceTime camera.
Will the new MacBook Pro cost more?
Possibly. The Verge said the M6 MacBook Pro models are expected to come with a price increase due to component shortages.
Sources
- Apple announces special event for October 28 (9to5Mac)
- What to expect from Apple’s ‘Pro and tell’ event (The Verge)
- ‘Pro and Tell’: We just got Apple’s Oct. 28 event invite (Tom’s Guide)
