Apple schedules October 28 “Pro and tell” event in Los Angeles

Apple says it will hold a “Pro and tell” event in Los Angeles on October 28, with Bloomberg expecting its first touch-screen MacBook Pro.

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Oct 21, 2026 - 11:43

Oct 21, 2026 - 12:04

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Actual wide workstation photograph showing a MacBook laptop open on a desk with plants, windows and desk accessories; illustrative scene for the October 28 Pro and Tell event, not an exact event photograph or a depiction of an unreleased product. Photo: Apple Newsroom / image-search result (specific photographer metadata unavailable in search export)

Apple schedules October 28 “Pro and tell” event in Los Angeles

Apple will hold a “Pro and tell” event in Los Angeles on October 28. Reuters reported that Bloomberg expects the event to include Apple’s first touch-screen MacBook Pro, though that product detail is not confirmed by Apple in the report.

The event follows September’s launch of the Duo foldable iPhone and last week’s unveiling of the HomeView smart-home hub and other Siri-powered devices. The sequence reflects Apple’s effort to broaden hardware while adding AI-enabled experiences.

Reuters said the event comes as CEO John Ternus seeks to accelerate product development and simplify the company’s structure, according to analysts. Apple traditionally holds a software-focused developers conference in June and fall events for consumer hardware.

The touch-screen MacBook Pro should be treated as a Bloomberg expectation, not a confirmed specification. Apple’s announcement establishes the date and location but does not confirm pricing, availability or a complete product list.

Image: Apple Newsroom.