Skip to main content

Apple's "One More Thing" Event: Live Blog Coverage For Investors

Apple's last product announcement event of 2020, "One More Thing", takes place on November 10. The Apple Maven provides real-time coverage, starting at 12:45 p.m. EST.

November 10 is here! This is likely to be Apple's last product announcement event of 2020: "One More Thing".

The company will start broadcasting at 10 a.m. PST, or 1 p.m. EST. To watch the presentation, visit the company's investor relations page or Apple's YouTube channel.

Apple Maven's live blog coverage starts just 15 minutes before the start of it all, at 9:45 a.m. PST or 12:45 p.m. EST. As always, we will look at the developments of the day from an Apple investor's perspective.

Before we move on, let's do a quick recap of what's to come for Apple, and what I will be paying close attention to today.

(To skip the preview, scroll straight down to the "Live Coverage Starts Here!" section for real time insights, starting at 9:45 a.m. PST or 12:45 p.m. EST).

Previewing "One More Thing" Event

Feel free to check out my preview article on Apple's November product refresh event, or watch the two-minute video above. For a quick recap, below is what I believe to be the hot topics of the day:

  • Mac is the starConsensus suggests that the most likely products to be unveiled will be a series of Mac devices. The laptop computers will feature Apple-designed processors, a move that was telegraphed by Apple itself during this year’s WWDC event, which took place in July.
  • Two or three new devices? Bloomberg originally speculated that the 13-inch and 16-inch MacBook Pro plus the 13-inch MacBook Air would be refreshed. Now, due to potential supply constraints, it is likely that only the smaller devices will see the light of day in 2020.
  • Price changes? From an investor perspective, I am curious to see if there will be any price change to the computers. I believe that Macs with Apple silicon could see margins improve over time. Could this potential margin expansion be limited or magnified by pricing changes?

Live coverage starts here!

8:05 a.m. PST: We are on standby! FYI, Apple shares are down about -1% this morning, a bit better than the Nasdaq 100.

8:14 a.m. PST: Fun fact, Apple's online store is down in the U.S. in anticipation for today's announcements. Not even Apple gift cards can be purchased at this moment.

9:47 a.m. PST: Hello, everyone! Welcome to live coverage of Apple's "One More Thing" event.

9:50 a.m. PST: Apple's countdown says that we are just short of 10 minutes from the start of the event. If you would like to watch the company's presentation, open a new tab on Apple's YouTube channel and turn up the volume!

9:52 a.m. PST: A quick look at the graphs show that Apple shares have recovered this morning. They are now up about +0.5%, while the Nasdaq is still down -0.7%.

9:56 a.m. PST: Twitter poll is up!

9:57 a.m. PST: With only 3 minutes to go, quick reminder that Apple stock had a tremendous 2019 and 2020, up about 130% in the past two years. But shares are still off their September high, roughly by 9%.

9:58 a.m. PST: Will today's product announcement event do anything to nudge shares higher? I will follow stock price action by the minute to see how the market reacts to Apple's news today, as it comes out.

10:00 a.m. PST: The event has started! We are still going through the intro...

10:02 a.m. PST: CEO Tim Cook has the floor. "Third major event in the past 2 months".

10:03 a.m. PST: This is true, Apple has been on a mission to expand its product and service portfolio aggressively. The Mac is the only major product category that has not seen a refresh this Fall.

10:04 a.m. PST: Cook confirms that the Mac is the topic of conversation today! Apple shares inched higher, although not much.

10:05 a.m. PST: As promo video plays, Apple stock is now up +1% for the day.

10:06 a.m. PST: Mac with Apple silicon is the big news of the day. Nothing unexpected here, so far.

10:07 a.m. PST: "Next generation of Mac" means that the PC's architecture will follow in the footsteps of Apple's other mobile devices (e.g. iPhone).

10:08 a.m. PST: M1 chip announced. Goal is efficiency plus power efficiency.

10:09 a.m. PST: M1 consolidates a number of internal components (e.g. CPU, GPU, security, etc.) into one "single package". Bodes well for design too, in my view.

10:11 a.m. PST: CPU claimed to deliver the best performance per watt.

10:12 a.m. PST: Worth noting, although possibly not related to anything just presented, Apple shares have dipped back to +0.6% or so.

10:14 a.m. PST: Apple device fans, do you think that the chip features so far encourage you to upgrade your current device? Leave a comment below!

10:15 a.m. PST: Discussion shifts to MacOS Big Sur, and how the software integrates with the new hardware.

10:18 a.m. PST: Apple "brags" about how smooth applications work in the new hardware-software package. Probably good news for gamers too.

10:19 a.m. PST: Other Apple apps to work with Mac as well. It's about the integration across devices (a.k.a. the ecosystem).


10:21 a.m. PST: Apple moves the conversation to developers, and how the new Mac architecture should help them.

10:23 a.m. PST: Looking forward to the announcement of the actual devices. How many will there be? Will Apple change prices, maybe expand the price range as it has done with other devices?

10:25 a.m. PST: Here it is! Introducing the new MacBook Air with M1!

10:26 a.m. PST: As I mentioned in my preview, both 13-inch versions of the Air and Pro would likely be announced today. So far, this is in line with expectations.

10:27 a.m. PST: 3.5 times faster processing, 5 times faster graphics, faster than 98% of PCs sold over the past year, all in a very small Air package. Whoa!

10:29 a.m. PST: Something to keep in mind, Mac represents only about 6% to 7% of all personal computers sold worldwide. Will the new laptops allow Apple to gain market share? Hard to tell for now, but a discussion worth tracking.

10:30 a.m. PST: Ok, so the price remains the same... $999 to start, for the general public (education pricing stays at $899).

10:31 a.m. PST: Second device coming up!

10:32 a.m. PST: Mac Mini is here! A bit of a surprise to me. Does that mean no update to the MacBook Pro, or will that model come next?

10:34 a.m. PST: Apple shares about 65 bps off the highs of the day, along with the rest of the market.


10:35 a.m. PST: Mac Mini going for $100 less. Good news, the price reduction may open up the demand range for desktops a bit.

10:36 a.m. PST: And here it is! The 13-inch MacBook Pro, as expected.

10:38 a.m. PST: Main features being reviewed. The theme is very similar: much faster, more energy efficient. Longest battery life ever in a Mac.

10:40 a.m. PST: Same 3-lb design, same staring price of $1,299.

10:41 a.m. PST: This could be the end of the announcements. If so, they have been very much in line with expectations, maybe with the exception of the new Mac Mini.

10:42 a.m. PST: Available to order today, deliver next week. No delays ahead of the holiday season, that's good news.

10:43 a.m. PST: "This is just the beginning of the journey". It is also expected that new Mac models with Apple silicon will continue to come out over the next several months.

10:45 a.m. PST: Let's start looking forward. The Mac had an outstanding fiscal 2020 of sales. Will the M1 be enough to boost demand in 2021, against very tough comps?

10:46 a.m. PST: And CEO Tim Cook wraps things up!

10:47 a.m. PST: Fun little end to the presentation, featuring "the PC"...


10:48 a.m. PST: Here are my main takeaways...

10:51 a.m. PST: Today's announcements were very much in line with expectations. "Left field" news could have included a face lift to the Mac (i.e. new external design to take advantage of more compact architecture), different pricing, or the announcement of other products, like the AirPod Studio. None of this happened, other than the $100 price decrease on the Mac Mini.

10:53 a.m. PST: Looking forward, my two main questions are whether (1) the M1 be enough to encourage a new wave of Mac upgrades, after a strong year of sales in fiscal 2020, and (2) the new architecture will allow Apple to save on product costs and boost margins.

10:54 a.m. PST: Neither of these questions can be answered easily and immediately, in my opinion. So, keep an eye on how the Mac performs in the next couple of quarters.

10:56 a.m. PST: This concludes the Apple Maven's coverage of the "One More Thing Event"! Thanks for joining us today. Hope you all have a lovely week! And don't forget to keep checking for continued coverage of Apple and its stock.