- The entirely virtual event is due to start at 16:59 PT / 19:59 ET (23:59 GMT) today
- Apple is expected to unveil new processing chips and updates to its Mac range
Apple will be hoping to dish out more treats than tricks later when it hosts a surprise 'Scary Fast' pre-Halloween launch event.
It is unlikely to match the excitement generated by the iPhone 15 unveiling last month, but insiders say fans can still expect updates to the tech firm's Mac range to go along with new processing chips.
Almost every Apple event invitation includes a themed Apple logo that hints at what to expect.
This time, the company's events page has an animated Apple logo that transforms into the 'Finder' icon from the Mac operating system, suggesting that is what the launch will focus on.
Starting at 16:59 PT / 19:59 ET (23:59 GMT) on October 30, the event is scheduled far later than most Apple unveilings and unusually is also entirely virtual.
Current Apple Mac prices
iMac 24"
- £1,399 ($1,696) - £1,799 ($2,180.92)
MacBook Pro 13"
- £1,349 (1635.39) - £1,549 ($1,877.84)
MacBook Pro 14"
- £2,149 ($2605.22) - £3,349 ($4,059.98)
MacBook Pro 16"
- £2,699 ($3271.98) - £3,749 ($4544.89)
MacBook Air 13" (M2 Chip)
- £1,149 ($1,392.93) - £1,449 ($1,756.62)
MacBook Air 15" (M2 Chip)
- £1,399 ($1,696) - £1,599 ($1,938.46)
Based on the tagline and finder icon, some insiders have suggested that Apple may be preparing to unveil its long-awaited M3 chip.
Tech writer Mark Gurman claims there will be three of these new Mac chips launched at the event.
'The M3 chip line is destined to be a considerable leap from the M2, bringing vastly improved speeds as well as better efficiency to improve battery life on notebooks,' he said.
Most current MacBooks use Apple's M2 chip, with the latest M2 models arriving last summer with the update of the MacBook Air and MacBook Pro.
Insiders believe the high-end and expensive 14" and 16" MacBook Pro could be in line for an upgrade.
If these more advanced models do get new chips, it will have been only 11 months since their previous upgrades.
The iMac, Apple's desktop computer, meanwhile still uses the older M1 chip and has not been updated in two years.
Many have speculated that this release could see the iMac at least being upgraded to an M2 model.
Veteran Apple analyst Ming-Chi Kuo predicts that the event will see the release of the M3 series of MacBook Pro, despite having previously suggested that the release was unlikely until 2024.
While a Mac-related launch is the most common theory, there have been suggestions that a new iPad might also be on the release schedule.
Earlier this month, rumours circulated that an upcoming release date would see the launch of a new range of tablets.
However, the day only saw the announcement of a new Apple Pencil leading some to speculate that the iPad release may have been delayed to coincide with the Halloween event.
Apple fans can watch the launch via a livestream on the company's homepage and YouTube channel.
It will be unusual because it is happening in the evening instead of the morning like most of the company's other product announcements.
This event comes after the less-than-smooth launch of the new iPhone 15 range which saw the 15 Pro and 15 Pro Max models plagued by problems.
Most significantly, some users reported that their phones hit temperatures of up to 48 degrees during normal use.
The issue was so bad that Apple was forced to issue a software update to fix a bug which was supposedly causing the overheating.
The new iPhones also experienced discolouration of the new titanium frame and in some cases appeared to crack easily in users' hands.
One review posted to YouTube appeared to show the iPhone 15 Pro Max bending and snapping with only a small amount of pressure.
More recently several users on social media reported that their new phones were showing signs of severe 'screen burn', leaving ghostly images over the display.
https://news.google.com/rss/articles/CBMibmh0dHBzOi8vd3d3LmRhaWx5bWFpbC5jby51ay9zY2llbmNldGVjaC9hcnRpY2xlLTEyNjg4MTY5L0FwcGxlLWdlYXJzLVNjYXJ5LUZhc3QtbGF1bmNoLWV2ZW50LVRPREFZLWV4cGVjdC5odG1s0gFyaHR0cHM6Ly93d3cuZGFpbHltYWlsLmNvLnVrL3NjaWVuY2V0ZWNoL2FydGljbGUtMTI2ODgxNjkvYW1wL0FwcGxlLWdlYXJzLVNjYXJ5LUZhc3QtbGF1bmNoLWV2ZW50LVRPREFZLWV4cGVjdC5odG1s?oc=5
2023-10-30 11:16:16Z
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