Apple's Online Store Goes Down to Prepare for AirTag and Purple iPhone 12 Orders

Apple's online storefront is down in preparation for the launch of the AirTags and the new purple iPhone 12 models, which are set to be available starting at 5:00 a.m. Pacific Time or 8:00 a.m. Eastern Time in the United States.

apple store down airtags
Ahead of new product launches, Apple often takes its online store offline in order to get ready for the influx of orders.

Announced at Tuesday's "Spring Loaded" event, AirTags are Apple's long-awaited Bluetooth item trackers that can be attached to wallets, keys, cameras, and more, allowing those items to be tracked in the Find My app.

AirTags are priced at $29 each or $99 for four, and each AirTag can be engraved if desired. AirTags feature a user-replaceable CR2032 battery that lasts for a year, and they have an IP67 dust and water resistance rating.

As for the purple ‌iPhone‌ 12 models, they're identical to the existing ‌iPhone‌ 12 and 12 mini but are available in a new light purple color that joins the existing white, black, blue, green, and (PRODUCT)RED shades. The iPhone 12 mini is priced starting at $699 and the ‌iPhone‌ 12 is priced starting at $799.

There is no indication that the AirTags or the purple ‌iPhone‌ models will be available in limited quantities, but it's always a good idea to order early to get launch day delivery. AirTags and the new ‌iPhone‌ models will deliver to customers starting on Friday, April 30.

Related Forum: iPhone

Popular Stories

Apple Intelligence General Feature

Apple Intelligence Features Not Coming to European Union at Launch Due to DMA

Friday June 21, 2024 9:44 am PDT by
Apple today said that European customers will not get access to the Apple Intelligence, iPhone Mirroring, and SharePlay Screen Sharing features that are coming to the iPhone, iPad, and Mac this September due to regulatory issues related to the Digital Markets Act. In a statement to Financial Times, Apple said that there will be a delay as it works to figure out how to make the new...
Apple WWDC24 Apple Intelligence hero 240610

Apple Explains iPhone 15 Pro Requirement for Apple Intelligence

Wednesday June 19, 2024 4:48 am PDT by
With iOS 18, iPadOS 18, and macOS Sequoia, Apple is introducing a new personalized AI experience called Apple Intelligence that uses on-device, generative large-language models to enhance the user experience across iPhone, iPad, and Mac. These new AI features require Apple's latest iPhone 15 Pro and iPhone 15 Pro Max models to work, while only Macs and iPads with M1 or later chips will...
amazon echo dot

Amazon Could Charge Up to $10/Month for Alexa

Friday June 21, 2024 2:55 pm PDT by
Apple competitor Amazon is working on a revamp of its Alexa assistant, and the new version could cost up $10 per month, according to a report from Reuters. The upcoming version of Alexa will support conversational generative AI, and Amazon is planning for two tiers of service. There will be a free tier and a second, premium tier that is priced at $5 at a minimum, with Amazon considering...
General Spotify Feature

Spotify Launches Cheaper $10.99/Month Premium Plan Without Audiobooks

Friday June 21, 2024 4:22 pm PDT by
Spotify today announced the launch of a new Basic paid plan that offers a small discount for dropping access to audiobooks. Priced at $10.99 per month, the Basic option includes all of the music benefits of Spotify like ad-free playback, but without added monthly audiobook listening time. The $11.99 standard Premium Individual plan that Spotify offers includes ad-free playback and 15 hours...
iPhone 16 Pro Max Generic Feature 2

5 Biggest Changes Rumored for iPhone 16 Pro Max

Wednesday June 19, 2024 5:00 am PDT by
Given Apple's rumored plan to add an all-new high-end tier to its iPhone 17 series in 2025, this could be the year for Apple to bring its boldest "Pro Max" model to the table — the kind of iPhone 16 upgrade that stands tall above its siblings, both figuratively and literally. If you have been holding out for the iPhone 16 Pro Max, here are five of the biggest changes rumored to be coming...

Top Rated Comments

UltraInstinct Avatar
41 months ago
Seems a bit dramatic for AirTag and a new iPhone colour, was just browsing when it kicked me off the store!
Score: 26 Votes (Like | Disagree)
dguisinger Avatar
41 months ago
I've never understood why they can't be like any other e-commerce site and stay live during a catalog update.

I understand not wanting people to buy and then cancel/return orders if they ordered in the hour before an announcement.... but you still get that effect for the days or weeks before.

Even if you pull the site down for product launches.... I don't see why they can't just flip the switch from greyed out add to cart to hey, you can buy it now. Several hours of downtime to allow ordering of a product you always announced just seems so, 1995.
Score: 22 Votes (Like | Disagree)
farewelwilliams Avatar
41 months ago
oh yeah. going to need to add a bunch of servers to handle all of 2 purple iPhone orders
Score: 15 Votes (Like | Disagree)
anshuvorty Avatar
41 months ago

I've never understood why they can't be like any other e-commerce site and stay live during a catalog update.

I understand not wanting people to buy and then cancel/return orders if they ordered in the hour before an announcement.... but you still get that effect for the days or weeks before.

Even if you pull the site down for product launches.... I don't see why they can't just flip the switch from greyed out add to cart to hey, you can buy it now. Several hours of downtime to allow ordering of a product you always announced just seems so, 1995.
Be thankful that Apple's e-commerce site still works at all! I remember during the RTX 30-series launch and during the PlayStation 5 and Xbox Series X | S launch, how horrendous it was and it still is! You can't guarantee yourself a new GPU or a new console even now!

At least, from Apple, you are guaranteed the hardware when you order it and you won't suffer the bad user experiences that you will get from these other hardware purchases.

So whatever Apple is doing with their e-commerce backend, it works! If they have to take the entire site off-line to prepare for the load, so be it. Even during the height of the pandemic, their site still worked seamlessly and even during the mad rush of the Holiday last year! Unlike the GPU and console purchases last holiday season....man...that was some experience!
Score: 15 Votes (Like | Disagree)
Cole Slaw Avatar
41 months ago
This shut the whole website down schtick is getting really, really old.
Score: 13 Votes (Like | Disagree)
aesc80 Avatar
41 months ago

Seems a bit dramatic for AirTag and a new iPhone colour, was just browsing when it kicked me off the store!
I was about to say - being in the West Coast, is it even worth it to wake up at 5 AM for the AirTags? I wonder how quickly delivery dates get pushed out.

EDIT: LOL, how cute I got downvoted for a serious question. I honestly wonder how demand for AirTags is, and if its even worth it to wake up early for it. Sorry if I don't normally wake up at 5 AM.
Score: 10 Votes (Like | Disagree)