Apple Store Goes Down Ahead of iPhone 15 Event Later Today

Apple's online store is now down ahead of the company's annual September event, which begins at 10 a.m. Pacific Time today. The store is routinely taken offline ahead of major Apple hardware events, primarily as a marketing tactic for the company.

store down wonderlust
At today's event, Apple is expected to announce the iPhone 15 lineup, the Apple Watch Series 9, a second-generation Apple Watch Ultra, a USB-C charging case for the AirPods Pro, and an assortment of more eco-friendly iPhone cases and Apple Watch bands.

Four new iPhone 15 models are expected — all with a USB-C port and the Dynamic Island. Additional features are rumored for the two Pro models, including a lightweight titanium frame, customizable Action button, faster A17 chip, thinner bezels around the screen, Wi-Fi 6E support, up to 6x optical zoom for the Pro Max, increased RAM, and more.

Apple should also provide a release date for the iOS 17 software update, compatible with the iPhone XS and newer.

MacRumors video producer Dan Barbera will be attending the event live at Steve Jobs Theater on the Apple Park campus in Cupertino, California. Stay tuned for in-depth coverage of Apple's announcements.

Top Rated Comments

fwmireault Avatar
8 months ago
"This is a marketing stunt"
"Apple doesn’t need to shut the store down"

You’re welcome!
Score: 14 Votes (Like | Disagree)
abatabia Avatar
8 months ago
Same script, different year. The Apple hype begins. Thank you Macrumors for calling it what it is, a marketing tactic indeed.
Score: 12 Votes (Like | Disagree)
krspkbl Avatar
8 months ago

Don't the iPhones typically become available for ordering later in the week?
You've been here for 12 years and you don't know how it works?
Score: 9 Votes (Like | Disagree)
FHoff Avatar
8 months ago
1st three posts nothing but regurgitation of what is in the article.
How dare a company use marketing as a tactic.
Score: 7 Votes (Like | Disagree)
Sebalto Avatar
8 months ago
Minor changes and a 15% price increase

"We think you're gonna love it!"
Score: 7 Votes (Like | Disagree)
jonnysods Avatar
8 months ago
I know people are annoyed by the gimmick of closing the store down, but now it just feels like a tradition that I really enjoy as it fills me with Apple nostalgia on Steve Jobs keynote days.
Score: 6 Votes (Like | Disagree)

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