Apple's October Event in Question: iPad Air Release via Press Release?

Politics, News Sept. 10, 2023, 2:23 p.m.

Apple might not host an October event due to a limited product lineup. Instead, new iPad Air and other releases could be revealed through press releases, says Bloombergs Mark Gurman.

According to Mark Gurman from Bloomberg, Apple may not have a sufficient lineup of new products and features to justify hosting an event in October. Instead, the tech giant might opt to unveil devices like the next-generation iPad Air through press releases. Gurman suggests that Apple's upcoming "Wonderlust" event, scheduled for next week, will primarily focus on introducing next-generation Apple Watches and iPhones, with no new iPad models in sight.

However, Gurman does hint at the imminent arrival of an improved ‌iPad Air‌ with upgraded specifications, suggesting it's "coming soonish." He anticipates a potential ‌iPad‌ refresh in October, excluding the iPad Pro, which isn't expected to receive updates until the following year.

While Gurman envisions another Apple product launch in October, he casts doubt on the necessity of a full-fledged event to introduce these new devices. He draws parallels to earlier this year when Apple announced the M2 Pro and ‌M2‌ Max MacBook Pro models via press releases and short videos, hinting that October's unveiling could follow a similar approach. Gurman questions whether Apple has enough compelling content to draw an audience to Cupertino for a video presentation, contrasting it with the allure of the recent iPhone 15 launch event.

Notably, analyst Ming-Chi Kuo recently reported that Apple won't be launching new MacBook models with M3 chips before the year's end. Initially, these MacBook models were expected to debut at an October Apple event. Gurman's insights can be heard in detail on The MacRumors Show podcast, where he shares his complete thoughts and expectations on the matter.