Apple has scheduled a launch event for Oct. 28 in Los Angeles, and its invitation’s “Pro and tell” tagline points to high-end “Pro” devices with Apple’s own chips. Melius Research analyst Ben Reitzes expects new Macs, including a touchscreen notebook, though Apple has long resisted the idea of touchscreen Macs. It will be the third launch under CEO John Ternus, who took over from Tim Cook last month, and Reitzes sees the faster event pace as a meaningful shift from two events a year. Most of the Mac lineup is already refreshed, with the iMac the exception as it has not been updated since October 2024, and Macs accounted for 10% of last quarter’s revenue. Apple’s revenue reached $109.4 billion, up 16%, with Mac revenue up 29% to $10.4 billion, and the stock is up 26% this year.
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Related tickers and likely impact
AAPL
▲ Likely positiveApple Inc.
Relevance: low
| Market | US stocks |
|---|---|
| Sector | Information Technology |
| Industry | Technology Hardware, Storage & Peripherals |
| Market cap | $5.0T |
| Close on 10/19/2026 | 342.94 |
| Change that session | -0.15% |
Impact is scored by AI from the headline and may be wrong. It is not investment advice.
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