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“Given the late hour of the event”? I am reasonably sure there are people at Apple who are paid enough to work past 5 PM.
 


Apple is preparing for the upcoming Mac-focused "Scary Fast" event that is set to take place on Monday, October 30 at 5:00 p.m. Pacific Time, and the company has added livestream placeholders both to the Events website and to YouTube.


On the Events website, Apple has added an option to add the event to your calendar, and on YouTube, there is an option to get a reminder when the event begins. While the YouTube placeholder features a static Apple logo, Apple's Events website includes an animated logo that morphs into a Finder icon, hinting at the subject of the event.

Apple has never held a worldwide event at night before, so this is a first for the company. The livestream will begin at 5:00 p.m. Pacific Time on the night before Halloween, which equates to 8:00 p.m. Eastern Time, 12:00 a.m. in the UK, 1:00 to 2:00 a.m. in Europe, and 9:00 a.m. in many countries in Asia.

Given the late hour of the event, it will be online only, with no in-person component. The "Scary Fast" event will be able to be streamed via the Events website, on YouTube, and through the Apple TV app.

MacRumors will have full coverage of the September 12 event as well, both on MacRumors.com and through our MacRumorsLive Twitter account.

Article Link: Apple Adds 'Scary Fast' Event Livestream Placeholder to YouTube and Website
Strange to say the least.
Themes, PR Spin can only get you so far, Apple needs some substance which is in short supply over the last 2 years.
This sounds to me like a desperation move.
Hope I'm wrong, but I won't be holding my breath.
 
Hmm, so I wonder what we get here. The color scheme feels like it is indicating "Pro" machines.

I'm still quite content with my M1 Max MBP - got it on sale from B&H when the M2 models came out with 64GB of RAM/1TB storage, so it is going to be real tough to convince me to upgrade, since buying the RAM/storage upgrades from Apple would have been $1500 more...
 
Can we please not spend another half hour watching Apple execs smelling their own farts and waxing poetic about how nature friendly they are. I like clean air as much as anyone else, but jfc can we focus on the hardware/software/services please?!
 
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that looks fun and original the wallpaper and all!
maybe I might use that on my  iPad and MBA next week although seasonal decorating is not my thing.

I really really really love that  blue line up with the iPad, iPhone and watch.
if they discontinue the iMac Blue I need to act fast and maybe purchase one as I missed out on the iTouch G7.

but I don't needs the iMac tho.
 


Apple is preparing for the upcoming Mac-focused "Scary Fast" event that is set to take place on Monday, October 30 at 5:00 p.m. Pacific Time, and the company has added livestream placeholders both to the Events website and to YouTube.


On the Events website, Apple has added an option to add the event to your calendar, and on YouTube, there is an option to get a reminder when the event begins. While the YouTube placeholder features a static Apple logo, Apple's Events website includes an animated logo that morphs into a Finder icon, hinting at the subject of the event.

Apple has never held a worldwide event at night before, so this is a first for the company. The livestream will begin at 5:00 p.m. Pacific Time on the night before Halloween, which equates to 8:00 p.m. Eastern Time, 12:00 a.m. in the UK, 1:00 to 2:00 a.m. in Europe, and 9:00 a.m. in many countries in Asia.

Given the late hour of the event, it will be online only, with no in-person component. The "Scary Fast" event will be able to be streamed via the Events website, on YouTube, and through the Apple TV app.

MacRumors will have full coverage of the September 12 event as well, both on MacRumors.com and through our MacRumorsLive Twitter account.

Article Link: Apple Adds 'Scary Fast' Event Livestream Placeholder to YouTube and Website
For those who are not aware: UK is in Europe, Portugal and Ireland are also in Europe, and they are all in the same Time Zone. It would be best to use UTC, CET, etc...
 
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Oh God… after ‘Mother Nature’, sigh, making an appearance last time, I dread to think what cheesy sketch they’ll come up with for this one….

And 12AM for us in the UK! Thanks Apple.. still an M3 upgrade for arguably the best looking Mac computer?
 
No way will the M3 be announced in a web only nighttime event, people are crazy to think the company that is world class in marketing will do something that lame.
Other ways to think of this:
1) the announcement is in Prime Time for US television, so Apple thinks it is worthy to compete with Monday Night Football.
2) the announcement is at the start of the work day in Japan and Korea and Taiwan, markets that are the leaders in technology development and adoption.
 
Oh God… after ‘Mother Nature’, sigh, making an appearance last time, I dread to think what cheesy sketch they’ll come up with for this one….
Good point.

What no one seems to have grasped yet is that the entire Peanuts animation franchise is on Apple TV exclusively.

So yes, this event will feature Charlie Brown, Linus, and the Great Pumpkin.


So there, that's my prediction.
 
Here comes an updated 24" iMac with an M2 and maybe an M2 Pro CPU since it's called scary fast. No way will the M3 be announced in a web only nighttime event, people are crazy to think the company that is world class in marketing will do something that lame.
they're going for the "primetime" time slot this time
 
Just looked at the event time and WOW 8 PM EST?! I don’t think Apple has ever done this late of an event!

It's been a long time. Some of the overseas events like Macworld Tokyo were, but it's been 20+ years. I think Apple is tired of the partner leaks and they're seeding disinformation on purpose.
 
I'm not particularly looking forward to whatever existing Apple device of mine this Apple promotional event plans to obsolete. It's a dystopian vibe.
 
Announcing M3 chips this late sounds unrealistic, not sure if they are going to announce anything meaningful this time at all.
 
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