Apple has scheduled a product launch event titled Apple Experience in Los Angeles for October 28. The invitation sent to media and analysts features the phrase Pro and tell, suggesting a focus on high-end devices equipped with proprietary silicon.
Analyst Ben Reitzes of Melius Research anticipates the debut of new Mac models, specifically mentioning a touchscreen laptop. This event marks the third presentation under the leadership of CEO John Ternus, signaling a shift from the company's traditional schedule of two annual events.
The company previously held events in its headquarters for the iPhone, including the foldable Duo, and in New York for smart home products like the HomeView speaker. While Mac Mini and Mac Studio chips were updated in August, the iMac has not seen an update since October 2024.
Mac sales accounted for approximately 10 percent of Apple's total revenue in the most recent quarter. Despite the company's reliance on iPhone sales, Mac hardware remains central to its artificial intelligence strategy due to high-speed memory access capabilities.
Apple's stock has risen 26 percent year-to-date, outperforming the S&P 500. Additionally, the company recently partnered with Meta to integrate a large open-weight model into several high-end Mac Studio units.
