Apple has a “week of announcements” starting on 28 October

Talk about an October surprise. No, not the American political manoeuvre, though there have been a few of those of late. Apple has just confirmed that it’ll be making… something official next week as October closes. What that will be isn’t certain but it’ll take all week.

That’s according to the company’s Greg Joswiak, senior vice president of worldwide marketing. Joswiak gave the game away with a teaser posted to his X account, which is little more than a looping image and a missive that we should “Mac your calendars”.

Apple’s October harvest

The announcement isn’t unexpected, but the length of Apple’s event is new. Previous reports reckoned that the company would have something new — and Mac-flavoured — on shelves by 1 November. That’s the end of next week for those keeping score. Whether it’ll take Apple all week to reveal its new M4-toting MacBooks and similarly specced hardware is uncertain.

But there’s always Apple Intelligence, which should be opening sooner rather than later. The company’s AI features are supposed to land on supported devices from Monday onwards (early Tuesday, if you’re South African), which means we might finally see what all the fuss is about.

The iPad Mini is already confirmed and there doesn’t seem to be much the company can do to fill an entire week. Perhaps the announcement(s) will be spread out over the five days or perhaps there’s a genuine October surprise awaiting fans of the American fruit company.