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Apple announces ‘Scary Fast’ event to roll out new Macs

Mark Gurman

Los Angeles | Apple is poised to roll out new Macs on October 30 in what will probably be the iPhone maker’s last launch event of this year.

The company has announced plans for a presentation next week, dubbing the showcase “Scary Fast”. The event will take place at 5pm California time (11am AEDT on Tuesday, October 31), airing on Apple’s website and online video services such as YouTube.

Apple’s “Scary Fast” Event logo. Apple

The logo for the event morphs into the icon for the Mac’s Finder – the application for managing files — in a clear indicator that new Mac computers will be the main introduction next week.

Bloomberg reported earlier that Apple has been planning to host a product launch event next week, the company’s second announcement of the month. Last week, it rolled out a cheaper Apple Pencil stylus for the iPad, aimed at students.

Inventory of existing high-end 14-inch and 16-inch MacBook Pros – as well as the all-in-one iMac desktop – has dwindled at Apple stores and retailers such as Best Buy and Consumers trying to order models from Apple’s website are being told that they will not be delivered until November. These are typically signs that a product update is looming.


The 5pm timing for the event is unusual. The company typically hosts its launches in the morning. The “Scary Fast” branding, meanwhile, could imply that Apple is ready to unveil its M3 Mac chip, which will deliver significant performance improvements to the company’s computers. The theme and evening timing also could be a nod to Halloween, which takes place the following day.

The M2 MacBook Pro. New MacBook Pros with M3 Pro and M3 Max chips are on the way. 

Bloomberg News has reported that Apple is readying a new iMac with an M3 chip as well as new MacBook Pros with M3 Pro and M3 Max chips. At the top end, the next-generation MacBook Pro will include up to 40 graphics cores and 16 main processing cores. M3 versions of the MacBook Air are not expected until next year.

Though Apple usually launches new iPads in October, the company does not plan changes to its tablet line until next spring, Bloomberg has reported. Apple is working on updates to the iPad mini, Air and entry-level models that focus on performance. The company is also developing a revamped iPad Pro with a screen that uses OLED technology – short for organic light-emitting diodes – for next year. That would match the display of the iPhone.

In January, Apple held a virtual event on its website to roll out other minor new products, including the current version of the MacBook Pro and Mac mini. But it did not announce that event early. That suggests this showcase may be a bit more significant.


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