The Apple “Scary Fast” Event Live Blog (Starts at 5pm PT/00:00 UTC)

Join us here at 5pm Pacific/8pm Eastern/00:00 UTC for what should prove to be an interesting event from Apple. The Cupertino, California company is holding an unusual, evening broadcast event that they’re calling “Scary Fast“, an apt name for a product launch taking place the night before Halloween.

In typical Apple fashion, the company is tight-lipped ahead of this evening’s presentation. But based on some recent regulatory filings, it looks like we’re in store for some new MacBook Pros and other products – and almost certainly based on a new Apple Silicon SoC, which would be the M3 family. Apple just launched the M2 MacBook Pro family back in January, so this would be a quick turnaround for a new generation of Macs, but it’s not without precident.

More interesting, at least in advance, is Apple’s decision to host this event in the evening. While this makes for prime-time viewing on the US east coast, it’s during commuter hours in the west coast, and Europe is outright asleep. So it will be interesting to see if this is going to become a trend from Apple to try to more directly reach consumers in the evening, or if this is a one-off event due to everything else going on today.