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Until now, the release dates for the new Macs and iPad mini were based solely on reports. Now, the first signal comes directly from Apple: Marketing chief Greg Joswiak announces new products for next week – with a play on words that pretty much sets the tone.
Greg Joswiak, responsible for worldwide marketing at Apple, published a short teaser for the coming week on X on Monday. He can hardly wait to "pro and tell" next week, he writes. The wordplay is based on "show and tell," the school activity of presenting and talking about something, and swaps "show" for "pro." It fits what has been reported since the beginning of October: Apple has reportedly invited media to Los Angeles for October 28 to show new Macs and a new iPad mini there.
Key Facts at a Glance
- Apple's marketing chief announces new products for next week, with the motto "Pro and tell".
- According to reports, Apple will unveil the devices on Wednesday, October 28, via press release, with a media event in Los Angeles.
- A MacBook Pro with an OLED touchscreen, Macs with an M6 chip, and an iPad mini with an OLED display are expected.
- If the announcements are made at 10 a.m. local time as reported, that would be 6 p.m. in Germany, Austria, and Switzerland.
What Joswiak reveals and what he doesn't
Joswiak's text only mentions "next week," meaning the week beginning October 26. The date October 28 and the time of 10 a.m. Pacific Time for the press releases are taken from the news reports.
Can't wait to pro and tell next week. https://t.co/3wUkxwq35i
— Greg Joswiak (@gregjoz) October 19, 2026
According to reports so far, a classic keynote with a livestream is not planned. The pattern would be the same as at the "Welcome home" event on October 13 in New York: press releases in the morning, after which invited media are allowed to try out the devices. According to earlier reports, the media day will be preceded by an evening for creators on October 27.
The devices that are expected
Expectations are primarily based on a Bloomberg report from October 8th. The focus is on a new 14-inch and 16-inch MacBook Pro, which is rumored to feature an OLED display with a touchscreen and Dynamic Island technology for the first time. It is expected to be lighter than previous models and will remain in the lineup alongside the Mini-LED versions. Everything currently known about it can be found in the overview of the MacBook Pro with OLED and touchscreen.
According to the report, a 14-inch entry-level MacBook Pro with an M6 chip and an iMac with an M6 chip will also be released, both appearing largely unchanged externally. Apple is expected to switch the iPad mini to an OLED display, relocate the front-facing camera, and install new speakers; the current information is compiled in the overview of the iPad mini 8.
The information comes from Mark Gurman, who correctly predicted the date of October 13th eight days before Apple's confirmation this fall.
Time and start of sales
Daylight Saving Time is also a factor this year. In Germany, Austria, and Switzerland, it ends on October 25th, while in the US it doesn't end until November 1st. On October 28th, Los Angeles will therefore be eight hours behind instead of nine. If press releases are published at 10:00 AM local time, they will be online here at 6:00 PM.
Reports so far indicate that the MacBook Pro with touchscreen will go on sale on Friday, November 6th.
Why the wordplay reveals more than the text
I interpret the "Pro" in the motto as a clear indication that the focus is on the MacBook Pro, not the iPad mini. A device with an OLED display, touchscreen, and Dynamic Island would represent the biggest overhaul of the MacBook Pro in years, and Apple has never before sold a Mac with a touchscreen.
If you're planning on getting a new Mac anyway, it's worth waiting until October 28th, because in addition to the OLED model, the entry-level MacBook Pro is also expected to get a new chip.
Would a MacBook Pro with a touchscreen be a reason for you to upgrade – or will you stick with the classic non-touch display? Let us know in the comments which of the expected devices interests you the most.
