Apple could be unveiling a lot this Halloween week.
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Apple has confirmed that it will announce new Macs during a weeklong event starting October 28. This isn't the first time the company has gone down this route, and I'm all for it.
It's been the worst-kept secret in tech that Apple is ramping up the pace to announce new M4-based Macs as soon as possible. Now the company has effectively confirmed it after Apple senior vice president Greg Joswiak took to social network X to tease “an exciting week of announcements” with a stylized Finder icon.
As for what we can expect from the M4 Mac event, there’s a lot to look forward to. M4 chips are obviously on the agenda after the M4 iPad Pro debuted earlier this year.
A new Mac mini, refreshed iMac, and refreshed MacBook Pro are all believed to be on the cards, while those hoping for a new MacBook Air will have to wait until early next year. There’s a straw man here, too, though.
While Joswiak may have hinted at new Macs, there’s always the chance that a new iPad will come out of the gate, if only to add support for Apple Intelligence. While other rumors suggest the 11th-gen iPad could be a spring product.
A New (Old) Approach to Events
Releasing the M4 chip in the iPad Pro rather than any other Mac has already set this generation apart from the norm, but that doesn't seem to be the only way Apple is trying to shake things up here.
Apple May Update the 24-Inch iMac
While Apple tends to announce big new products like flagship Mac laptops via livestreams on its website and elsewhere, this year the presentations will be spread out over a week of individual debuts. I have to imagine the reason for this is twofold, starting with the fact that these will likely be relatively minor spec updates, the likes of which simply aren’t enough to fill a video event.
Apple resorts to press releases when announcing products like this regularly, but it looks like these Macs will be unveiled over the course of a few days. Which brings me to the second reason.
It may be baseball, but it’s no secret that Apple likes to control the news cycle wherever possible. Since these new Macs are meant to be spec updates rather than grand design refreshes, keeping everyone interested is unlikely to be easy. One way to get around this is to spread out the event, generating headlines over the course of a week rather than a day.
It’s a relatively minor thing, but it will do the trick. There’s precedent for this, too.
The last time Apple launched products on consecutive days was March 2019, starting with the new iPad Air and iPad mini products on the 18th. That was followed by the new iMac on the 19th, and then the AirPods 2 on the 20th.
Sure, there have been press releases announcing products and services since then, but it’s unusual for Apple to take the approach of spreading an event (even if it’s not a particularly splashy one) over multiple days like this. I’m a fan, I must admit, not least because it gives us here at AppleInsider a little breathing room between new product launches.
It also adds an element of excitement that’s been sorely lacking at Apple events in recent years. Sure, we may have a good idea of what Apple is going to release next week, but at least it’ll last longer than usual.
Who knows, maybe there will be a rare surprise among these Macs too. Keep your fingers crossed.
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