Apple Confirms Oct. 28 'Pro and Tell' Launch in Los Angeles, With a Touchscreen MacBook Pro Expected

Apple's invitation names a date, a time and a city but no products. Reports point to OLED touchscreen MacBook Pros, an OLED iPad mini and M6 Macs, and there may be no keynote to watch.

LOS ANGELES - Apple on Monday sent invitations for a special “Apple Experience” in Los Angeles on Wednesday, Oct. 28, at 10 a.m. Pacific time, making official a launch that had been reported for weeks. The invitation carries the tagline “Pro and tell.” and asks guests to “join us in person,” but it does not name a single product.

Apple’s invitation to the Oct. 28 Apple Experience in Los Angeles, with the recipient’s name removed Image: Apple

Greg Joswiak, Apple’s senior vice president of worldwide marketing, posted the animated invitation on X with one line: “Can’t wait to pro and tell next week.” Apple has not announced a livestream. On Tuesday, its events page still led with September’s iPhone Duo keynote and listed nothing for Oct. 28.

Screenshot: @gregjoz on X with Apple's animated Pro and tell invitation — *Screenshot: @gregjoz on X*

The format looks like a repeat of Apple’s Oct. 13 “Welcome home” launch in New York, which introduced the HomeView smart display, HomePod mini 2 and a new Apple TV 4K. MacRumors said it is “not expecting a standard event” this time either. Instead, press releases could land at the 10 a.m. start, with reporters getting hands-on time with the new Macs and iPad mini. Bloomberg’s Mark Gurman has reported that Apple would introduce the products “on or around” Tuesday, Oct. 27.

The expected lineup comes from Gurman’s reporting, as summarized by 9to5Mac. It starts with new 14-inch and 16-inch MacBook Pro models with OLED touchscreens, a Dynamic Island for the first time and a body that is “significantly lighter” than today’s, powered by the M5 Pro and M5 Max chips. Alongside them, Gurman expects an iPad mini with an OLED screen, a “revamped speaker system” and a relocated FaceTime camera, plus a new iMac and an entry-level 14-inch MacBook Pro on the M6 chip that will “look like their current versions.”

The current MacBook Pro with M5 Pro and M5 Max, which reports say touchscreen OLED models will join at the top of the line Photo: Apple

The tagline may also settle a naming question. MacRumors said “Pro and tell” likely means the touch-enabled laptops will keep MacBook Pro branding instead of the once-rumored “MacBook Ultra” name. Techtember reported last week that Apple had begun inviting media to an all-day session in Los Angeles, according to Gurman.

The current iPad mini with A17 Pro, which reports say will move to an OLED display Photo: Apple

For viewers outside California, 10 a.m. Pacific is 1 p.m. in New York. In London it is 5 p.m., because Britain leaves summer time on Oct. 25 while the United States stays on daylight time until Nov. 1. Apple has not confirmed any of the expected products, their prices or when they would go on sale.

Sources: 9to5Mac, Chance Miller, “Apple announces special event for October 28: ‘Pro and tell’,” Oct. 19, 2026, https://9to5mac.com/2026/10/19/apple-announces-special-event-for-october-28/; MacRumors, “Apple Announcing New Products Next Week: ‘Pro and Tell’,” Oct. 19, 2026, https://www.macrumors.com/2026/10/19/apple-pro-and-tell/; MacRumors, “RIP, MacBook Ultra,” Oct. 19, 2026, https://www.macrumors.com/2026/10/19/rip-macbook-ultra/; Cult of Mac, “Apple makes ‘Pro and Tell’ event official for October 28,” Oct. 19, 2026, https://www.cultofmac.com/news/apple-pro-and-tell-event-october-28-touchscreen-macbook-pro; Reuters via Investing.com, “Apple to host ‘Pro and tell’ event on Oct. 28 in LA,” Oct. 19, 2026, https://www.investing.com/news/stock-market-news/apple-to-host-pro-and-tell-event-on-oct-28-in-la-4958127; Greg Joswiak (@gregjoz) on X, Oct. 19, 2026, https://x.com/gregjoz/status/2112212372182249831; Apple Events, accessed Oct. 20, 2026, https://www.apple.com/apple-events/.

Maya Chen, Gadgets. Maya Chen is a senior correspondent covering phones, laptops, and consumer gadgets. Previously reported hardware launches for trade titles; based in San Francisco.