What time is Apple's 'Pro and tell' event?

It starts on Wednesday 28 October 2026 at 10am Pacific time. That is 1pm in New York, 5pm in London and Dublin, 6pm in Copenhagen, Paris and Berlin, and 17:00 UTC. In Sydney it is 4am on Thursday 29 October, and in Tokyo 2am on Thursday.

Why is the event at 5pm UK time and not 6pm?

Because the UK and EU end summer time a week before the US. British and European clocks went back on 25 October, while US clocks do not change until 1 November. For that week the UK is seven hours ahead of California instead of the usual eight, and central Europe eight hours ahead.

Can I watch 'Pro and tell' live?

Not confirmed yet. As of 26 October Apple had not announced a livestream. If it streams the event, it will normally be on apple.com/apple-events, in the Apple TV app and on Apple's YouTube channel. The invitations describe a press launch in Los Angeles, so the format may differ from a usual keynote.

Where is the event being held?

In Los Angeles, according to the press invitations Apple sent on 19 October. It is not at Apple Park in Cupertino, where Apple holds its September iPhone events and WWDC. Apple has not named the venue publicly or said how many people will attend.

What will Apple announce on 28 October?

Apple has not said. Bloomberg reports touchscreen OLED MacBook Pro models in 14-inch and 16-inch sizes, a new iMac and an M6 entry-level MacBook Pro, and earlier reports point to an OLED iPad mini. Treat all of these as rumours until Apple publishes its press releases on the day.

When will UK and EU prices be known?

On the day of the event. Apple normally publishes local prices including VAT on its UK and European newsrooms and online stores as soon as products are announced. UK and EU prices are not a straight conversion of US prices, which exclude sales tax, so wait for Apple's regional figures.

How to watch Apple’s ‘Pro and tell’ event: UK, EU and US start times

Apple’s “Pro and tell” launch takes place on Wednesday 28 October at 10am Pacific time. In the UK that is 5pm, and in most of the EU it is 6pm. British and European clocks went back on Sunday 25 October, a week before the US changes on 1 November, so the gap to California is an hour shorter than usual this week.

Apple confirmed the date, the Los Angeles venue and the tagline in press invitations sent on 19 October. As of Monday 26 October it has not said whether there will be a public livestream, so here is what we know about times and where to follow it.

What time does the Apple event start in my country?

In UTC the start is 17:00. If a calendar invite shows a different time, check that your device has picked up the end of summer time on 25 October.

Will Apple stream “Pro and tell”?

Apple has not announced a stream. On Monday 26 October its events page at apple.com/apple-events still showed September’s iPhone event, and there was no “Pro and tell” placeholder video on Apple’s YouTube channel. The invitations describe a launch in Los Angeles for press rather than a keynote at Apple Park, so a full live keynote is not guaranteed.

When Apple does stream an event, it uses three places, and they are the first to check on the day:

apple.com/apple-events in any modern browser, including Chrome and Edge on Windows and Android.
The Apple TV app on iPhone, iPad, Mac, Apple TV and supported smart TVs and games consoles.
Apple’s YouTube channel, which usually posts a placeholder video with a reminder button a few days ahead.

We will update this guide as soon as Apple publishes viewing details.

How to follow the news if there is no live video

Apple normally posts press releases on Apple Newsroom around the start time, and its online stores update with prices and order dates shortly afterwards. Regional newsrooms, such as the UK, German and French editions, carry local prices including VAT, which often differ from a straight conversion of the US price because US prices exclude sales tax.

We will cover each announcement with UK, EU and US prices and per-country availability as Apple confirms them, and you will find it all on our front page.

What Apple is expected to announce

Apple has not said what it will show. Bloomberg’s Mark Gurman reported on 25 October that Apple will unveil 14-inch and 16-inch MacBook Pro models with touchscreen OLED displays on the day, alongside a new iMac and an M6 entry-level MacBook Pro. Earlier reports also point to a redesigned iPad mini with an OLED screen. None of this is confirmed. Our event preview has the details, and our opinion piece explains why a touchscreen MacBook Pro would be such a big shift.

When could the new products go on sale?

Apple will give order and release dates itself on 28 October. Gurman has reported that new Macs and the iPad mini could go on sale around 6 November, but that is a report, not an Apple date. Launch countries usually include the UK, most of the EU, the US, Australia and Japan in the first wave, with other countries following later.