Apple has spent three straight days launching hardware this week. A new iPad mini came on Monday and M6 versions of the MacBook Pro and iMac on Tuesday.
Now, at 10:00 a.m. Pacific Time (5:00 p.m. UK), it is expected to unveil what reporting describes as one of the MacBook Pro line's biggest redesigns in years, with a touchscreen and OLED display.
The previous two launches went out by press release, but Apple has gathered press in Los Angeles for this one, according to 9to5Mac.
The teaser
John Ternus, Apple's chief executive, posted a short video ahead of the reveal, 9to5Mac reported.
It shows an Apple logo-shaped spotlight projected onto a dark rectangular wall, creating a silhouette resembling a MacBook.
He used the same device before the iPhone 18 Pro launch, when his teaser hinted at that phone's variable aperture camera.
9to5Mac says the video may point to a return of the glowing Apple logo seen on older MacBook lids, but cautions that this reading is speculative.
What to expect
Reports point to the first MacBook with an OLED touchscreen. It would replace the mini-LED Liquid Retina XDR display used now, promising deeper blacks and higher contrast.
It is expected in 14-inch and 16-inch sizes, running M5 Pro and M5 Max chips rather than the newer M6 silicon in Tuesday's refresh.
The chassis is also expected to change, with:
- a thinner, lighter build and slimmer bezels
- a Dynamic Island-style camera cutout
- a stiffer hinge to stop the screen wobbling under touch, with cooling routed through it
It would come with a reworked version of macOS, reportedly code-named "Golden Gate", built around touchscreen controls.
US starting prices are expected at $2,899 for the 14-inch model and $3,399 for the 16-inch.
That would place it above the existing MacBook Pro rather than replacing it outright.
Preorders are reportedly due to open at 10:10 a.m. Pacific, ten minutes after the announcement.
A test for Ternus
The launch comes weeks into Ternus's tenure as chief executive. He succeeded Tim Cook on 1 September after about 25 years in Apple's hardware engineering organisation.
Reporting has suggested he wants Apple to ship products more often and take more design risk than its traditional two-event calendar allowed.
A touchscreen Mac laptop, long resisted by Apple's previous leadership, would be the clearest sign yet that the shift has reached the shelf and not just the memo.
