Abstract:
Apple announced that it will hold a product launch event on October 28 and sent invitations to media and analysts on Monday. The event is called "Apple Experience in Los Angeles." The email reads "Pro and tell", implying that the launch will focus on high-end "Pro" devices equipped with powerful self-developed chips.
Melius Research analyst Ben Reitzes wrote in a report on Monday that he expects new Macs to be launched this fall, "including a touch-screen notebook." He said that for John Ternus, who succeeded Tim Cook as chief executive last month, this release rhythm marks a "significant shift" from the previous two events per year.
This will be Apple’s third launch event during Ternus’ short tenure. Previously, Apple held an event at its company headquarters to release new iPhones, including the folding screen Duo; and then held an event in New York focusing on a smart home hub and a new speaker with a screen called HomeView.
Apple updated chips for the Mac Mini and Mac Studio desktops in August, updated the MacBook Pro in the spring, and launched a new low-cost model, the MacBook Neo. But Apple's iMac desktop hasn't been updated since October 2024.
In the most recent quarter, Apple’s Mac sales accounted for approximately 10% of overall revenue, and the company is still highly dependent on the iPhone.
Still, the Mac has become one of the strongest parts of Apple's AI story, thanks to its chips' ability to access more memory at faster speeds than other consumer processors. Apple shares are up 26% so far this year, outperforming the S&P 500.
Last week, Apple partnered with Meta to bring a large open weight model developed by Meta to multiple high-end Mac Studio.
Apple has historically been dismissive of touchscreen laptops, with software chief Craig Federighi explaining in 2018 that the ergonomic experience of such designs would fatigue users.
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