Apple is preparing to launch new products during a tech event it is organizing in Los Angeles on October 28, amid expectations that it will witness the unveiling of new Mac devices, including a laptop that could represent a striking shift in the company's direction, if expectations regarding equipping it with a touchscreen are true.
Apple sent invitations to the media and analysts to attend the event, which it described as "The Apple Experience in Los Angeles," where it will launch under the slogan "Pro and tell," in a nod that likely reflects the event's focus on high-capability professional devices.
Touchscreen MacBook... A Potential Surprise from Apple
Expectations are rising regarding the launch of new Macs during the upcoming event, as Ben Reitzes, an analyst at Melius Research, pointed to the possibility of launching new devices in this category during the current fall season, including a touchscreen laptop.
If this scenario materializes, it could represent a significant shift in Apple's strategy, which has maintained reservations for years regarding the idea of integrating touchscreens into laptops.
Craig Federighi, the company's software engineering chief, explained in 2018 that using a vertical touchscreen on a laptop could cause user fatigue, reflecting previous reservations about the feasibility of this design.
These expectations gain additional significance in light of the changes the company's leadership is witnessing, after John Ternus took over as CEO succeeding Tim Cook last month. Reitzes believes that the pace of launching new products indicates a notable shift in the company's approach compared to its previous pattern, which relied more heavily on organizing two main events annually.
A Series of Launches Redraws Apple's Product Map
The upcoming event comes as part of a series of events organized by Apple since Ternus took office. In a previous event, the company revealed a range of new iPhones, including the foldable Duo phone, while another event in New York focused on smart home devices, including the HomeView, a speaker equipped with a screen.
Apple had launched updates for the Mac Mini and Mac Studio desktop devices last August, equipping them with newer chips. It also previously revealed an update to the MacBook Pro, alongside a low-cost MacBook Neo laptop.
In contrast, the iMac desktop has not received a new update since October 2024, opening the door to expectations that the upcoming event will include products from this category, even though the company has not yet confirmed the nature of the devices it will announce.
Macs at the Heart of the AI Strategy
Although Macs represented about 10% of Apple's total revenue in the recent fiscal quarter, they are gaining increasing importance in the company's artificial intelligence strategy, thanks to internally developed chips that allow handling large memory capacities at high speeds.
Apple seeks to enhance its devices' capabilities in running AI applications, benefiting from the integration between hardware and software. In this context, the company recently collaborated with Meta to make a new AI model, developed by Meta, available to run on a number of advanced Mac Studio devices.
This collaboration comes at a time when the importance of local AI processing capabilities is increasing, with tech companies moving toward developing devices capable of handling more modern models.
What Awaits Users on October 28?
So far, Apple has not officially revealed the list of products it will announce during the event, nor have reports regarding the launch of a touchscreen laptop been confirmed.
However, combining the event's slogan and the expected focus on professional devices turns attention to the Mac family, amid anticipation to see whether the company will present a new design that changes its traditional laptop experience.
Between the possibilities of updating current devices and introducing bolder changes, the October 28 event may carry important indicators of Apple's priorities in the coming phase, especially with growing competition in the PC market and the race to integrate AI technologies into consumer products.
