Apple to Launch New Macs at October 27th Event

Tim Cook MacBook Retina

If there’s an Apple fan on your holiday shopping list, you may want to hold-off on their gift until the end of this month.

Re/code is reporting that the updated 2016 Apple Macs will be unveiled at an event in Cupertino on October 27th. The upgrades are not surprising, given that Apple has not refreshed the MacBook Pro or Air or iMac lines in over a year; and since the company has released a new version of its desktop OS, Sierra, with—so far—no new hardware to accompany the software.

Sierra itself, announced at the same time as the iPhone 7, added support for Apple’s AI assistant Siri, in addition to copy & paste with cross-platform functionality across iPhone & iPad devices.

The refreshed MacBook Pro will be of particular excitement for fans of the line, as rumors point to the 2016 model sporting a slimmer design, TouchID fingerprint sensor, and an OLED display at the top of the keyboard, with customizable touchscreen options.

Though hardcore Mac faithful, particularly those due for an upgrade, will no doubt be clamoring to see what new tech the October 27th event has in store, the 2016 Apple Macs are coming at a time when PC sales overall have been in decline for eight straight quarters. MacBook and iMac sales have not been impacted as badly as, say, models produced by HP and Lenovo—but, they haven’t been immune, either.

Apple’s Q3 earnings report was initially scheduled for October 27th, but will now be held two days earlier to not interfere with the Mac event.

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