Apple’s “Pro and Tell” media experience, took place in Los Angeles on October 28, 2026. The company announced its first touchscreen MacBook Pro, officially called MacBook Pro with PROLED XDR Display, featuring tandem OLED, Dynamic Island and a thinner, lighter design.
It completed a week of announcements that included the iPad mini with A20 Pro on October 26 and the standard 14-inch M6 MacBook Pro and M6 iMac on October 27. Preorders are open, with availability beginning November 6.
Apple has not announced a date for its next event. Attention now turns to possible spring 2027 launches, although new products could arrive through press releases or another media experience rather than a keynote.
Apple’s annual event calendar typically includes WWDC in June and the iPhone event in September, with additional launches sometimes taking place in spring and October. Dates are rarely confirmed far in advance, but past schedules and reliable reporting offer clues for anyone planning to buy a new Apple device. Here’s everything we know about Apple’s next event, including the date, start time, expected announcements and what could follow.
Spring 2027 is the next likely window for an Apple event, although the company has not confirmed a date.
Over the past decade, Apple has held spring events and media experiences on several dates:
Apple can also announce products without holding an event. In 2025, it introduced the iPhone 16e in February, followed in March by the seventh-generation iPad Air, 11th-generation iPad, MacBook Air and Mac Studio.
That makes spring 2027 a plausible window for further launches, whether Apple holds an event, invites the media to a hands-on experience or announces products through press releases.
The iPhone 18 and iPhone 18e are expected to arrive in spring 2027, making them likely candidates for Apple’s next announcements. The iPhone Air 2 could also appear, although rumors suggest Apple may combine it with the iPhone 18 rather than release a separate model.
Other possibilities include a 12th-generation iPad with support for Apple Intelligence, expected in 2027, and an updated full-size HomePod.
Apple doesn’t livestream its media experiences, but for events like WWDC and the iPhone launch in September, it livestreams a keynote presentation.
| Timescale | Event theme | Dates | Products |
|---|---|---|---|
| Spring | iPhone event | TBC | Expected: iPhone 18, iPhone 18e |
| June | WWDC | 7 June (predicted) | Expected: To reveal plans for: iOS, macOS and other software |
| September | iPhone event | TBC | Expected: New iPhones, new Apple Watch |
Calendars at the ready.
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Apple usually announces its events around one to two weeks before they take place, although the timing varies. The October 13, 2026 Experience was announced just five days in advance. Apple also sometimes chooses to announce products via press release without holding an event.
Apple keynotes usually last between one and two hours and feature the CEO alongside various other Apple executives.
WWDC and the September event tend to be longer keynotes; the spring and late-fall events can be slightly shorter.
For example, the September 2024 keynote event was 1 hour 38 minutes.
Apple’s keynote events tend to start at 10 am PT or 1 pm ET. That translates to the following times in the countries where most of our readers live:
The timings are generally the same for all Apple Keynotes, but can be slightly different if Apple holds the event during the period of a couple of weeks when the clocks have changed in the U.S. but not elsewhere.
Sometimes Apple holds events at different times, for example, in October 2023 the event was held in late afternoon in San Francisco, which meant it was midnight in the U.K. The event on October 13, 2026 started at 9 am in New York, 2 pm in the U.K.
If Apple doesn’t hold an event and instead just issues a press release, that usually happens around 8 am PT, 11 am ET and 4 pm U.K. time.
There can be as many as four Apple events in a year:
This event calendar is by no means set in stone, though, with the spring and October events being less regular. Some years, Apple doesn’t hold a spring event at all. In 2025 Apple only held two events, preferring instead to announce new products via press release.
Apple usually livestreams the iPhone announcement in September and the WWDC keynote in June.
Apple frequently announces products without a keynote event, often opting for press releases or multi-day announcement windows. In recent years, the company has increasingly reserved its large-scale media events for major flagship launches, such as the primary iPhone lineup in September, while using press releases for iterative updates or “chip bumps” that may not warrant a full hour-long presentation.
Apple events are typically broadcast across several digital platforms, allowing viewers to tune in from almost any device. While the company previously restricted access to its own hardware or the Safari browser, these barriers have been removed in recent years.
You can access live Apple presentations through the following official channels:
We usually run a Live Blog which will provide minute-by-minute text updates and analysis as products are announced.
Following the end of the event, detailed breakdowns will also be available on the Macworld Podcast, which can be found on Spotify, Soundcloud, and Apple Podcasts.
Michael Simon / Foundry
Apple’s spring events have become increasingly unpredictable. The company has not held a traditional spring event since May 2024, although it did invite members of the media, including Macworld, to a “Special Apple Experience” in 2026.
Rather than a keynote presentation, the March 4, 2026 gathering was a hands-on showcase that followed three days of product announcements, including the MacBook Neo, iPhone 17e, and M5 MacBook Air.
Will Apple take a similar approach to spring product launches in 2027? It’s certainly possible. The format appeared to work well, allowing each product announcement to receive its own media coverage rather than competing for attention during a single event.
Apple is expected to release three iPhone models in spring 2027 – or it could be two new iPhones, with the Air and iPhone 18 merging.
Apple may also update the MacBook Air with an M6 processor and the MacBook Neo in spring 2027.
Foundry
In 2026 the WWDC keynote was on Monday June 8. In 2025 it started on Monday June 9. We expect WWDC will start on Monday 7 June in 2027.
WWDC generally runs from the Monday to Friday in the second week of June.
WWDC is Apple’s big developer event at which it reveals plans for the operating systems that run on Apple hardware.
In June 2027 we expect Apple to unveil details of iOS 28, iPadOS 28, macOS 28, updates to watchOS, tvOS, HomePod software, and an update to Apple’s visionOS.
Apple sometimes announces new hardware at WWDC, usually the high-end models targeted at power users, so we could see new Macs.
Following the keynote on Monday, developer events and sessions will run throughout the week. You can read more about WWDC date, times and everything you need to know in a separate article.
Apple held five events and hands-on media experiences in 2026, alongside several launches via press release:
| Timescale | Event theme | Dates | Products |
|---|---|---|---|
| January | Product announcements | January 26 | Launched: 2nd generation AirTag |
| March | Special Experience | March 2-4 | Launched: iPhone 17e, MacBooks Neo, Pro & Air, iPad Air |
| March | Product announcements | March 16 | Launched: AirPods Max 2 |
| June | WWDC | June 8 | Unveiled plans for: iOS, macOS, other software, AI and Siri |
| September | iPhone event | September 9 | Launched: iPhone 18 Pro, iPhone 18 Pro Max, iPhone Duo, new Apple Watch, AirPods 5 |
| August | Product announcements | August 25 | Launched: Mac Studio with M5 Max and M5 Ultra, Mac mini with M6 and M5 Pro |
| October | Welcome Home Apple Experience | October 13 | Launched: HomeView, HomePod mini 2, new Apple TV, and Apple Home Collection |
| October | Product announcements | October 26 | OLED iPad mini |
| October | Product announcements | October 27 | M6 14-inch MacBook Pro, M6 iMac |
| October | Pro and Tell Media Experience | October 28 confirmed | Rumored: Touchscreen MacBook |
In 2025 Apple only held two events. The first was its Worldwide Developers Conference (WWDC) on June 9, at which it introduced the new features coming in the next version of its operating systems, and the second was the huge September 9 Apple Event where it launched new Apple Watches, new AirPods Pro and the new iPhones for 2025.
Apple doesn’t have to hold an event to launch new products though. Prior to WWDC, Apple launched a new iPhone 16e via press release on February 19, a new iPad and iPad Air via press release on March 4, and a new MacBook Air and Mac Studio on March 5.
Apple then went on to launch a new M5 MacBook Pro and M5 iPad Pro in October. No event was held to mark these launches.
In 2024, Apple held three events: one on Tuesday, May 7, at which it launched new iPads; a keynote to kick off WWDC on June 10; and an event on September 9 at which Apple unveiled the new iPhone 16, Apple Watch Series 10 and the AirPods 4. In October 2024 there was no event, but Apple did announce new products (iMac, Mac mini and MacBook Pro) via press release.
In 2023 there were three events: WWDC in June, an iPhone event in September, and Apple’s second fall event on October 30 (or after midnight on October 31 if you weren’t in the U.S.).
In 2022 Apple held three events: a spring event on March 8, WWDC on June 6, and the iPhone 14 launch on September 7. In other years Apple has held four events though.
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Spring Apple events have been held on the following dates:
WWDC events have fallen on the following dates:
Here are the past few Apple September event dates:
In the past, Apple has held a second fall event on the following dates:
