Apple Pro and Tell Event Set for Next Week?

Yes, Apple has announced a special event for next week, and it is expected to focus on the company’s professional-grade hardware and software lineup. The event, which Apple is calling “Pro and Tell,” is scheduled to take place on Tuesday, October 24, 2023, at 10:00 a.m. Pacific Time. While Apple has not confirmed specific products, industry reports and leaks strongly suggest the event will showcase new MacBook Pro models and the next generation of iMac desktops, both powered by the company’s latest M3-series chips.

What the Event Is Called and Why It Matters

Apple’s event invitations, sent to media and select partners on October 10, 2023, carry the tagline “Pro and Tell.” The name is a play on “show and tell,” and it signals a focus on the company’s pro-level products—those aimed at creative professionals, developers, and power users. The event comes roughly a month before the holiday shopping season, which is a typical time for Apple to refresh its higher-end Mac lineup.

The “Pro” in the title likely refers to the MacBook Pro and possibly the Mac Pro, while “Tell” hints at the storytelling aspect of the keynote, where Apple executives will explain the benefits of the new hardware and software. This is the first Apple event since the iPhone 15 launch in September, and it is expected to be a shorter, more focused presentation than the fall iPhone keynote.

What Products Are Expected

Based on consistent reporting from reliable industry analysts and supply-chain sources, the most likely announcements are:

• New MacBook Pro models in 14-inch and 16-inch sizes, featuring the M3 Pro and M3 Max chips. These would replace the current M2 Pro and M2 Max versions introduced in January 2023.
• A new iMac in the same 24-inch form factor as the current model, but upgraded with a standard M3 chip. The current iMac, released in April 2021, still uses the M1 chip, so this would be a significant performance bump.
• Possible Mac Pro update—though less certain, some reports suggest a new Mac Pro could be announced, possibly with an M3 Ultra chip. However, the Mac Pro was just updated with the M2 Ultra in June 2023, so a refresh this soon seems unlikely.
• Software updates—Apple may also release macOS Sonoma 14.1 or other minor updates alongside the new hardware.

Notably, there is no expectation of new iPhones, iPads, or Apple Watches at this event. Those products were already updated in September and are on their own annual cycle.

Background: The M3 Chip and the Transition to Apple Silicon

The M3 chip is the third generation of Apple’s custom silicon for Macs, following the M1 (2020) and M2 (2022). The M1 marked Apple’s transition away from Intel processors, and the M2 improved on it with better graphics and efficiency. The M3 is expected to be built on a 3-nanometer manufacturing process, which would be a first for a PC chip. That smaller process allows more transistors in the same space, leading to better performance and lower power consumption.

Apple’s chip strategy has been a key selling point for Macs, particularly for professionals who need high performance for video editing, 3D rendering, software development, and other demanding tasks. The M3 is rumored to bring significant improvements in GPU performance, which would benefit apps like Final Cut Pro, Adobe Premiere, and Blender.

The event also comes at a time when Apple is facing increased competition from Windows PCs with Intel’s 14th-gen chips and AMD’s Ryzen 7000 series. A strong M3 launch would help Apple maintain its performance lead in laptops and desktops.

How to Watch the Event

Apple will live-stream the event on its website (apple.com) and on the Apple TV app. The stream is also typically available on YouTube, where it can be watched on any device. The event starts at 10:00 a.m. Pacific Time, which is 1:00 p.m. Eastern Time, 6:00 p.m. in London, and 2:00 a.m. the next day in Tokyo. Apple usually posts a recorded version shortly after the live stream ends.

If you want to follow along in real time, many tech news sites and YouTube channels provide live commentary and analysis. Apple’s own event page will also have the latest information as the keynote proceeds.

Common Questions and Misconceptions

One common question is whether the event will be pre-recorded. Since the COVID-19 pandemic, Apple has pre-recorded its keynotes, and it is expected to continue that format. The “live” stream is actually a broadcast of a pre-recorded video, though it may include some live elements. This allows for polished presentations and product demonstrations.

Another misconception is that the event will feature the long-rumored AR/VR headset. That headset, reportedly called the Vision Pro, was already announced at WWDC in June 2023 and is not expected to appear again until its launch in early 2024. This event is strictly about Macs.

People also wonder if the new Macs will be available immediately. Apple typically opens pre-orders on the day of the event, with shipping starting the following week. So if you’re planning to buy, you may be able to order right after the keynote ends.

How to Choose If You’re Considering Buying

If you’re in the market for a new Mac, the event next week will give you clear guidance. Here are some factors to consider:

• Your workload: If you do heavy video editing, 3D modeling, or software compilation, the M3 Pro or M3 Max will be worth the extra cost. If you mainly browse, write, and use office apps, the standard M3 in the iMac or a MacBook Air will be plenty.
• Portability vs. power: The 14-inch MacBook Pro is a good balance of performance and portability, while the 16-inch is heavier but offers more screen space and better thermal performance.
• Memory and storage: Apple charges a premium for RAM and SSD upgrades. For pro work, 16GB of RAM is a good starting point, but 32GB or more may be necessary for large projects. Storage is easier to upgrade later with external drives, so you can save money by choosing a smaller internal SSD.
• Wait for the event: If you’re not in a hurry, wait to see the official specs and prices before making a decision. Even if you decide to buy an older model, prices may drop after the new ones are announced.

What If You Already Own a Mac?

If you have an M1 or M2 Mac, you may not need to upgrade. The M3 will be faster, but the performance jump may not be dramatic enough to justify the cost unless you’re hitting performance bottlenecks. However, if you’re still on an Intel Mac, the jump to Apple Silicon is huge—both in speed and battery life—and this event is a good time to make the switch.

Apple also typically updates its trade-in program, so you can get credit for your current Mac when buying a new one. The trade-in value is usually announced alongside the new products.

Frequently Asked Questions

Will the event be live-streamed for free?

Yes, Apple’s events are always free to watch. You can stream it on the Apple website, the Apple TV app, or YouTube. No subscription is required.

Will there be new AirPods or accessories?

There is no strong evidence of new AirPods or other accessories at this event. The focus is expected to be on Macs. However, Apple occasionally surprises, so it’s not impossible, but don’t count on it.

Can I pre-order the new Macs right after the event?

Typically, yes. Apple usually opens pre-orders immediately after the keynote ends, with deliveries starting in about a week. The exact availability will be announced during the event.

Will the new Macs support external GPUs?

Apple Silicon Macs do not support external GPUs, and that is unlikely to change with the M3. If you need more graphics power, you’ll need to buy a higher-tier chip (M3 Pro or Max) instead.

What happened to the Mac Pro?

The Mac Pro was updated in June 2023 with the M2 Ultra, so it’s not expected to be refreshed again so soon. The event will likely focus on the MacBook Pro and iMac, but Apple may mention the Mac Pro in passing.

Is there any chance of a new Mac mini?

There have been rumors of a Mac mini with the M3 chip, but it’s not a strong rumor. The Mac mini was updated in January 2023 with M2 and M2 Pro options, so a refresh is possible but not certain. If it does appear, it would likely be a quiet update, not a headline announcement.

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