Apple's 'Pro and Tell' Event Delays Touchscreen MacBook Pro Debut Amid M6 Chip Launches

Key points

• Apple's 'Pro and Tell' event in Los Angeles is scheduled for October 28, with pre-orders opening at 10:10 AM PT (1:10 PM ET).
• The M6 iMac and M6 MacBook Pro have been announced, featuring up to 40% faster CPU performance and double graphics performance compared to previous models.
• The iPad mini 8 features an OLED screen, A20 Pro chip, and IP67 water resistance, starting at $699.
• The touchscreen MacBook Pro is expected to launch with a price between $2,799 and $2,999, featuring a Dynamic Island and a reinforced hinge.
• Apple's fiscal third quarter saw Mac business revenue growth of nearly 29% to $10.35 billion, with HSBC forecasting 10.6% year-over-year revenue growth in the upcoming quarter.

Background

Apple has been on a busy fall release cadence, including surprise Mac launches in August and smart home updates in October. The 'Pro and Tell' event marks a significant shift in Apple's release strategy under CEO John Ternus, following the launch of the foldable iPhone Duo on October 23. The company has been testing OLED displays for the MacBook Air, but reports indicate this is 'some way off,' with the annual spring update expected to bring a standard LCD display to the Air.

How outlets are covering it

Tom's Guide emphasizes the delay in the touchscreen MacBook Pro announcement, noting that the first rumored time slot has passed without an announcement. Engadget highlights the anticipation for the 'MacBook Ultra' and the potential for a Dynamic Island on the laptop. Ars Technica focuses on the technical specifications of the M6 chip, noting the performance gains and the addition of Wi-Fi 7 and Bluetooth 6. Yahoo Finance reports on the financial implications, with HSBC forecasting strong iPhone demand and a potential AI-driven upgrade cycle, despite some early buyers reporting issues with the iPhone Duo's inner display.

Why it matters

The launch of the M6 chip and the upcoming touchscreen MacBook Pro represent significant advancements in Apple's product lineup, potentially driving a new upgrade cycle. The performance gains in AI and graphics, along with the introduction of OLED displays, could impact consumer purchasing decisions and Apple's revenue growth. The financial implications, including the potential price premium for the touchscreen model, are also significant for investors and consumers alike.

What to watch

Apple is expected to announce the touchscreen MacBook Pro at 1:00 PM ET on October 28. Pre-orders for the M6 iMac, M6 MacBook Pro, and iPad mini 8 are open, with availability starting November 6. Apple's fiscal fourth-quarter earnings are scheduled for November 2, where the company's performance in the Mac and iPhone segments will be closely watched.