Next Apple event 2026: October 28 date, time and what to expect

Apple’s “Pro and Tell” media experience takes place in Los Angeles today, Wednesday, October 28, 2026, starting at 10 a.m. Pacific / 1 p.m. Eastern / 5 p.m. U.K.

The announcements have already begun. Apple unveiled the iPad mini with A20 Pro on October 26, followed by the M6 MacBook Pro and M6 iMac on October 27. Attention now turns to the rumored OLED touchscreen MacBook Pro, which Apple has not yet announced. Follow our Pro and Tell live coverage for the latest developments.

This will be Apple’s second launch event this October. The company announced HomeView, HomePod mini 2, a new Apple TV 4K and the Apple Home Collection at its “Welcome Home” launch on October 13, 2026.

Apple’s annual event calendar typically includes WWDC in June and the iPhone event in September, with additional launches sometimes taking place in spring and October. Dates are rarely confirmed far in advance, but past schedules and reliable reporting offer clues for anyone planning to buy a new Apple device. Here’s everything we know about Apple’s next event, including the date, start time, expected announcements and what could follow.

When is Apple’s next event in 2026?

October 28, 2026: Apple’s confirmed ‘Pro and Tell’ media experience in Los Angeles.

Apple has invited selected media to a product experience in Los Angeles on October 28, starting at 10 a.m. Pacific / 1 p.m. Eastern / 5 p.m. U.K.

However, a product announcement could arrive earlier. Over the past few days, Apple has published its announcements at around 6 a.m. Pacific / 9 a.m. Eastern / 1 p.m. U.K.

Apple has spread this week’s launches across several days. The iPad mini was announced on October 26, followed by the M6 iMac and standard 14-inch M6 MacBook Pro on October 27. Today’s media experience will give invited journalists an opportunity to see Apple’s new products. A redesigned touchscreen MacBook Pro is expected.

What time is Apple’s October 28 event?

The “Pro and Tell” media experience in Los Angeles will start at 10 am Pacific.

That’s the following times elsewhere in the world:

Los Angeles 10 am PDT
New York 1 pm EDT
U.K. 5 pm GMT (the U.K. clocks change before this event.)
Paris/Berlin 6 pm CET
India 10:30 pm IST
Perth 1 am, October 29
Adelaide 3:30 am, October 29
Sydney/Melbourne 4 am, October 29
New Zealand 6 am, October 29

This won’t be broadcast as a keynote.

What has Apple announced ahead of its October 28 event?

iPad mini with A20 Pro: Announced October 26, with an OLED display and a thinner, lighter design.
M6 MacBook Pro: Announced October 27. This updates the standard 14-inch model while retaining its familiar design and non-touchscreen display.
M6 iMac: Announced October 27, bringing a new processor and improved connectivity to the existing 24-inch design.

Apple announced the iPad mini with A20 Pro on October 26, followed by the M6 iMac and standard 14-inch M6 MacBook Pro on October 27. Preorders for the three new products begin October 28, with availability from November 6.

What will Apple announce at its next event?

Apple is expected to introduce redesigned MacBook Pro models with OLED touchscreens, lighter bodies and M5 Pro or M5 Max processors on October 28.

OLED touchscreen MacBook Pro: Apple’s first touchscreen Macs with OLED displays, a lighter design and M5 Pro or M5 Max chips.

Apple exec Greg Joswiak’s X post on October 19 was a strong indication that the MacBook Pro will be the headliner for the next Apple event:

Can’t wait to pro and tell next week. pic.twitter.com/3wUkxwq35i— Greg Joswiak (@gregjoz) October 19, 2026

Will Apple livestream the second October event?

Apple hasn’t confirmed a livestream for the Los Angeles gathering, which is billed as a hands-on media experience rather than a traditional keynote.

Apple has already announced a new iPad mini and M6 Macs ahead of the gathering. For updates on any further announcements and reports from the media experience, follow our Pro and Tell live blog.

Apple event calendar 2026: What has Apple launched this year?

Apple has held four events so far in 2026, including its March and October hands-on Experiences. On March 4, the company invited select media to hands-on “experiences” in multiple locations. In the run-up to that date, Apple launched several products via press release, including the iPhone 17e, M4 iPad Air, and M5 Pro and M5 Max MacBook Pro, M5 MacBook Air and the MacBook Neo.

The second event was WWDC, which began with a keynote on June 8. At the WWDC keynote Apple outlined the upcoming changes to its operating systems, including iOS 27 and macOS 27 Golden Gate.

In August Apple issued press releases to announce the new Mac mini and Mac Studio.

At the September 9 event Apple unveiled the iPhone 18 Pro and Pro Max, a foldable iPhone Duo, a new Apple Watch Series 12 and Ultra 4, and AirPods 5.

Apple’s October 13 “Welcome Home” announcements included HomeView, a new smart-home display with a 7-inch touchscreen; HomePod mini 2; a fourth-generation Apple TV 4K with an updated Siri Remote; and the Apple Home Collection, a range of cameras, doorbells, locks, and thermostats developed with accessory partners.

FAQ

1. How far in advance does Apple announce an event?
Apple usually announces its events around one to two weeks before they take place, although the timing varies. The October 13, 2026 Experience was announced just five days in advance. Apple also sometimes chooses to announce products via press release without holding an event.

2. How long do Apple Events usually last?
Apple keynotes usually last between one and two hours and feature the CEO alongside various other Apple executives. WWDC and the September event tend to be longer keynotes; the spring and late-fall events can be slightly shorter. For example, the September 2024 keynote event was 1 hour 38 minutes.

3. What time do Apple events normally start in U.S., U.K. and other global time zones?
Apple’s keynote events tend to start at 10 am PT or 1 pm ET. That translates to respective times in the countries where readers live, such as 10 am PDT in the U.S. and 6 pm in the U.K. Sometimes Apple holds events at different times, for example, in October 2023 the event was held in late afternoon in San Francisco, which meant it was midnight in the U.K.

4. How often does Apple hold events?
There can be as many as four Apple events in a year: Spring Event, WWDC in June, iPhone Event in September, and Late Fall Event in October. This event calendar is by no means set in stone, though, with the spring and October events being less regular.

5. Will there be a live stream at the next Apple Event?
There was no public livestream for the October 13 Experience and one isn’t expected for the October 28 event. Apple usually livestreams the iPhone announcement in September and the WWDC keynote in June.

6. Does Apple ever announce products without an event?
Apple frequently announces products without a keynote event, often opting for press releases or multi-day announcement windows. In recent years, the company has increasingly reserved its large-scale media events for major flagship launches.

7. How to watch an Apple event
Apple events are typically broadcast across several digital platforms, allowing viewers to tune in from almost any device. You can access live Apple presentations through official channels such as YouTube, Apple.com, the Apple TV App, and Apple Podcasts.