By PYMNTS | October 19, 2026
Apple will host a product launch event dubbed “Pro and tell” on Oct. 28, and analysts expect the company to introduce its first touch-screen MacBook Pro, according to multiple media reports.
Greg Joswiak, senior vice president of worldwide marketing at Apple, said in a Monday (Oct. 19) post on X: “Can’t wait to pro and tell next week.”
Joswiak shared a video of the Apple logo being drawn.
Bloomberg reported Monday that “Pro” hints at a MacBook Pro update.
Bloomberg Managing Editor Mark Gurman said in a Monday post on X, referring to the video posted by Joswiak: “Obviously this is a finger touching a display and drawing on it.”
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The new touch-screen MacBook Pros are expected to include a Dynamic Island interface similar to that on iPhones, a sharper display enabled by OLED technology, and M5 Pro and M5 Max chips like the current MacBook Pros, according to the Bloomberg report.
The introduction of touch-screen MacBook Pros will mark a turnaround for Apple, which has long said that it wouldn’t combine the experiences of the iPad and the Mac, the report said.
Next week’s event is also expected to see the launch of a new low-end MacBook Pro with an M6 chip, a refreshed iMac and an iPad mini with a sharper screen, per the report.
CNBC reported Monday that Apple sent invitations to the event to media and analysts in an email that said, “Pro and tell.”
The report said the name suggests a focus on Apple’s Pro devices with the company’s powerful chips.
This will be Apple’s third product launch event since John Ternus became the company’s CEO last month. It follows an event focused on the new iPhones and another centered on new smart home products, per the report.
Reuters reported on Apple’s upcoming event Monday, saying that the product launches show that the company is expanding its hardware and artificial intelligence offerings.
Apple and Meta announced Thursday (Oct. 15) that they are collaborating to enable users to run an open-weight frontier model on a desktop. The companies shared how this can be done with Meta’s Muse Spark Open model and two Apple M5 Ultra Mac Studios with the latest MLX framework.