Apple announces surprise Mac event for October 30

Apple Scary Fast event Finder logo
(Image credit: Apple)

Apple has confirmed its Mac event will take place on October 30, when the company is expected to unveil its new M3 chip and new Mac devices. 

The event is titled "Scary fast" and will take place at 5 p.m. Pacific Time on Monday, October 30. 

According to rumors, Apple should unveil its new M3 Apple silicon processor next week, built on the 3nm process. That means more processing power and better efficiency epitomized in the iPhone 15 Pro's A17 Pro chip unveiled last month. 

Expected devices include a possible new M3 iMac and a new M3 MacBook Pro, the M3 MacBook Air and larger MacBook Pro models aren't expected until next year. While it's often futile to guess at Apple's marketing slogans, the title "scary fast" is likely a reference to the speed of the new Apple silicon as well as a play on the date for Halloween, the muted "pro" color of the logo looks a lot like the space grey of Apple's best MacBooks. Another hint is the video attached, which reveals an old-school Mac logo

The strangest thing about this event is the time, Apple's events usually take place at 10 am Pacific, but this one is listed as 5 pm Pacific time. 

Apple has not made any preparations for an in-person event according to reports, and the invite indicates this will be an exclusively online/remote event with no in-person element. 

If Apple does unveil any new Mac devices at this event, we can expect them to go on sale in the following days and weeks after the event. What Apple will announce remains to be seen, however, so stay tuned to our event coverage to find out. 

There's no indication, however, that Apple will debut any new products from other lines. iPhone and Watch are done for the year, and Apple's iPad lineup is not expected to get a refresh until early in 2024. 

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design. Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9

  • simonmann
  • Linda Reynolds1
    At that hour, some folks will have to choose between Apple and the Golden State Warriors.
    I'll record the Warriors ;-)