Apple invites media to Oct. 28 Los Angeles event, analysts tip touchscreen Mac

Third product launch under new CEO John Ternus expected to focus on high-end 'Pro' devices

By LineZotpaper

Published20 October 2026

Read Time2 min

Sources3 outlets

Apple has announced a product launch event for October 28 in Los Angeles, sending invitations to media and analysts for what it calls an 'Apple Experience' with the tagline 'Pro and tell', leading analysts to expect new high-end Macs, including a long-rumoured touchscreen notebook.

The event will be Apple's third product launch since John Ternus succeeded Tim Cook as chief executive last month, following a September event at Apple Park for the new iPhone range including the foldable Duo, and a New York gathering centred on smart home hubs and the new HomeView speaker with a screen.

Ben Reitzes, an analyst at Melius Research, wrote in a note on Monday that he expects new Macs to be introduced in Los Angeles, "including a touchscreen notebook". He said the launch cadence under Ternus marks a "meaningful shift" from what has traditionally been two events a year.

Apple has historically been dismissive of touchscreen laptops. Software chief Craig Federighi explained in 2018 that the ergonomics would fatigue users. The company's iMac desktop, in particular, has not been updated since October 2024, while the Mac Mini and Mac Studio desktops received new chips in August and the MacBook Pro was refreshed in the spring alongside a new low-cost MacBook Neo.

Mac sales accounted for about 10 per cent of Apple's overall revenue in the most recent quarter, but the product line has become a strong part of Apple's artificial intelligence story thanks to chips that can access more memory at higher speeds than other consumer processors. Last week, Apple and Meta teamed up to bring a large open-weight model developed by Meta to multiple high-end Mac Studios.

Apple shares are up 26 per cent so far this year, outperforming the S&P 500.

Analysis

Why This Matters

A touchscreen Mac would represent a major design shift for Apple, ending years of resistance to the form factor and potentially opening a new product category.
The event is an early test of John Ternus's product strategy as CEO, with three launches in quick succession suggesting a faster refresh cycle.
Macs are becoming central to Apple's AI push; new high-end hardware could deepen that positioning.

Background

Apple has long argued that touchscreens are better suited to tablets and phones, with executives citing ergonomic fatigue for laptops. Rivals such as Microsoft and Google have offered touchscreen laptops for years, while Apple's iPad has added keyboard and trackpad accessories that blur the line. The company's Mac lineup has received staggered updates over the past year, with the iMac the last major desktop to await a refresh since late 2024.

Key Perspectives

Analysts and investors: Ben Reitzes of Melius Research expects a touchscreen notebook and sees the accelerated launch cadence as a positive strategic shift under new leadership. Apple's historical position: The company has publicly dismissed touchscreen laptops for ergonomic reasons, making any such introduction a notable policy reversal. Competitors: PC makers with existing touchscreen models may face renewed competition if Apple enters the segment, especially given the performance of Apple's custom silicon.

What to Watch

Whether Apple announces a touchscreen Mac during the event and its specific form factor (notebook or convertible).
Pricing and chip details, particularly whether new Macs use the next-generation M-series processors.
Ternus's messaging on product strategy, which could signal longer-term shifts in Apple's hardware roadmap.

Sources

Apple announces product launch event for Oct. 28. Analysts expect touchscreen laptop · US Top News and Analysis
Apple is launching major new products next week, here’s what’s coming · 9to5Mac
Apple announces product launch event for Oct. 28. Analysts expect touchscreen laptop · Tech

Checked

12 claims in this story checked against 1 source: 12 supported.

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SupportedApple has announced a product launch event for October 28 in Los Angeles.US Top News and Analysis: “Apple announced a product launch event on Oct. 28, sending invitations on Monday to media and analysts for an 'Apple Experience in Los Angeles'.”
SupportedAnalysts expect new high-end Macs including a long-rumoured touchscreen notebook.US Top News and Analysis: “Ben Reitzes... expects new Macs to be introduced, 'including a touchscreen notebook,'”
SupportedThe event will be Apple's third product launch since John Ternus succeeded Tim Cook as CEO last month.US Top News and Analysis: “It will be Apple's third launch in Ternus' brief tenure, following...”
SupportedBen Reitzes, an analyst at Melius Research, wrote in a note on Monday that he expects new Macs including a touchscreen notebook.US Top News and Analysis: “Ben Reitzes, an analyst at Melius Research, wrote in a note on Monday that he expects new Macs to be introduced, 'including a touchscreen notebook,'”
SupportedHe said the launch cadence under Ternus marks a 'meaningful shift' from what has traditionally been two events a year.US Top News and Analysis: “He said that for CEO John Ternus, who succeeded Tim Cook last month, the launch cadence marks a 'meaningful shift' from what has been two events a year.”
SupportedApple has historically been dismissive of touchscreen laptops. Software chief Craig Federighi explained in 2018 that the ergonomics would fatigue users.US Top News and Analysis: “Apple has historically been dismissive of touchscreen laptops, with software chief Craig Federighi explaining in 2018 that the ergonomics would fatigue users.”
SupportedThe company's iMac desktop has not been updated since October 2024.US Top News and Analysis: “But Apple's iMac desktop hasn't been updated since October 2024.”
SupportedMac Mini and Mac Studio desktops received new chips in August and the MacBook Pro was refreshed in the spring alongside a new low-cost MacBook Neo.US Top News and Analysis: “Apple updated its Mac Mini and Mac Studio desktops with new chips in August, and refreshed its MacBook Pro in the spring, along with a new low-cost MacBook Neo.”
SupportedMac sales accounted for about 10 per cent of Apple's overall revenue in the most recent quarter.US Top News and Analysis: “In the most recent quarter, Apple's Mac sales accounted for about 10% of overall revenue.”
SupportedLast week, Apple and Meta teamed up to bring a large open-weight model developed by Meta to multiple high-end Mac Studios.US Top News and Analysis: “Last week, Apple and Meta teamed up to bring a large open-weight model, developed by Meta, to multiple high-end Mac Studios.”
SupportedApple shares are up 26 per cent so far this year, outperforming the S&P 500.US Top News and Analysis: “Apple shares are up 26% so far this year, outperforming the S&P 500.”
SupportedThe event tagline is 'Pro and tell'.US Top News and Analysis: “The email says 'Pro and tell,'”