Apple has scheduled a product launch event for October 28, fuelling speculation that the company could unveil new Mac computers, including its first touchscreen laptop.
The invitation, sent to media and analysts on Monday, describes an “Apple Experience in Los Angeles” and carries the tagline “Pro and tell”, hinting at a possible focus on premium devices and next-generation chips.
Ben Reitzes, an analyst at Melius Research, expects Apple to introduce new Macs including a touchscreen notebook, according to CNBC.
In a research note, he described the pace of product launches under new CEO John Ternus as a meaningful departure from Apple's traditional schedule of holding around two major events annually.
Ternus, who succeeded Tim Cook last month, has already overseen two launch events during his brief tenure.
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Apple previously introduced new iPhones, including the foldable Duo, before hosting a separate gathering in New York to showcase smart home products, including the HomeView speaker with a display.
The upcoming event follows Apple's recent efforts to strengthen its Mac lineup. The company refreshed its Mac Mini and Mac Studio desktops with new chips in August and updated the MacBook Pro earlier this year.
It also introduced the lower-cost MacBook Neo. The iMac, meanwhile, has not received a major update since October 2024.
Although Macs account for roughly 10% of Apple's overall revenue, the business has gained strategic importance as the company expands its artificial intelligence capabilities.
Apple's processors offer high-speed memory access, making its computers attractive for demanding AI workloads.
That positioning has gained further attention following Apple's recent partnership with Meta to bring a large open-weight AI model to multiple high-end Mac Studio systems.
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A touchscreen MacBook would mark a notable shift for Apple, which has historically questioned the practicality of touch-enabled laptops.
The October 28 event could signal whether the company is ready to reconsider that stance as competition in premium computing evolves.
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