Apple plans to hold its second launch event of October next week, as confirmed by a company executive on Monday. Titled ‘Pro and Tell', this marks the third gathering the Cupertino firm has organized in the past two months. It follows the ‘Surprise and Shine' event that revealed the iPhone Duo and iPhone 18 Pro series, plus the ‘Welcome Home' event that introduced the HomeView and HomePod Mini. Each prior event allowed the company to expand into fresh product areas, and the upcoming ‘Pro and Tell' gathering is likewise expected to open a new category.

Apple to Host the ‘Pro and Tell' Launch Event on October 28

Apple's Senior Vice President of Worldwide Marketing, Greg Joswiak, posted on X that the firm will stage the ‘Pro and Tell' event next week. “Can't wait to pro and tell next week,” he stated. The accompanying poster displays the Apple logo in blue, white, red, and orange tones against a dark backdrop. Bloomberg's Mark Gurman noted that the animation depicts a finger tracing the logo on screen, suggesting the new product category Apple intends to enter.

Tech reviewer Marques Brownlee also shared an image of the official media invite sent to creators and outlets. The invite verifies that the ‘Pro and Tell' event will occur on October 28 starting at 10:00 am PT. It will be held in Los Angeles, with the message stating “Please join us in person for a special Apple Experience.”

Earlier reports indicate Apple will unveil several Mac devices at the October 28 event. The showcase is anticipated to include the company's first MacBook featuring a touchscreen display along with a tandem OLED panel. The lineup may also include an updated MacBook Pro powered by the new M6 chip. The refreshed MacBook Pro is further expected to adopt an OLED screen in a 14-inch size, another first for the brand. In addition, Apple is likely to present a new iMac model equipped with the M6 processor and an updated iPad Mini that gains an OLED display. The devices are projected to reach select markets on November 6, though Apple has not yet confirmed these specifics.