Apple product launch event October 28th. Analysts expect touchscreen laptops

apple announced that it will hold a product launch event on October 28th, and on Monday sent out invitations to the “Apple Experience in Los Angeles” to media and analysts.

The email says “Pro and Tell,” suggesting that the launch will focus on high-end “Pro” devices with powerful in-house chips.

Melius Research analyst Ben Reitzes said in a note Monday that he expects new Macs to be introduced this fall “including touchscreen notebooks.” He said the pace of announcements marked a “meaningful change” from the previous twice-yearly events for CEO John Ternus, who took over from Tim Cook last month.

This is the third announcement Apple has made during Ternus’ short tenure. It follows an event at headquarters for the new iPhones, including the foldable Duo, and a rally in New York centered around a smart home hub and a new speaker with a screen called HomeView.

Apple updated its Mac Mini and Mac Studio desktops with new chips in August, and in the spring it refreshed the MacBook Pro and the new, lower-priced MacBook Neo. However, Apple’s iMac desktop hasn’t been updated since October 2024.

Apple continues to rely heavily on the iPhone, with Mac sales accounting for about 10% of overall revenue in the most recent quarter.

Still, Macs are one of the most powerful parts of Apple’s artificial intelligence story, thanks to chips that are faster and can access more memory than other consumer processors. Apple stock has risen 26% since the beginning of the year, outperforming the S&P 500.

Last week with Apple meta We worked with Meta to bring large open weight models developed to several high-end Mac studios.

Apple has historically rejected touchscreen laptops, with software chief Craig Federighi explaining in 2018 that the ergonomics would fatigue users.

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