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.

Popular Stories

iphone 16 pro ghost hand

5 Reasons to Skip This Year's iPhone 17 Pro

Thursday July 10, 2025 4:54 am PDT by
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive. If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
apple tv 4k new orange

New Apple TV Expected Later This Year With These New Features

Saturday July 12, 2025 3:09 pm PDT by
A new Apple TV is expected to be released later this year, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the next Apple TV, according to rumors. Rumors Faster Wi-Fi Support The next Apple TV will be equipped with Apple's own combined Wi-Fi and Bluetooth chip, according to Bloomberg's Mark Gurman. He said the chip supports ...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 16 New Features

Friday July 11, 2025 12:40 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are only two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:A redesigned Dynamic Island: It has been rumored that all iPhone 17 models will have a redesigned Dynamic Island interface — it might ...
macbook pro blue green

M5 MacBook Pro No Longer Coming in 2025

Thursday July 10, 2025 12:38 pm PDT by
Apple does not plan to refresh any Macs with updated M5 chips in 2025, according to Bloomberg's Mark Gurman. Updated MacBook Air and MacBook Pro models are now planned for the first half of 2026. Gurman previously said that Apple would debut the M5 MacBook Pro models in late 2025, but his newest report suggests that Apple is "considering" pushing them back to 2026. Apple is now said to be...
iphone 16 pro pro max

iPhone 17 Pro Models With BOE Displays Will Be Sold in China Only

Thursday July 10, 2025 11:59 pm PDT by
iPhone 17 Pro and iPhone 17 Pro Max models with displays made by BOE will be sold exclusively in China, according to a new report. Last week, it emerged that Chinese display manufacturer BOE was aggressively ramping up its OLED production capacity for future iPhone models as part of a plan to recapture a major role in Apple's supply chain. Now, tech news aggregator Jukan Choi reports...
apple wallet drivers license feature iPhone 15 pro

Apple Says iPhone Driver's Licenses Will Expand to These 8 U.S. States

Tuesday July 8, 2025 11:26 am PDT by
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps. Unfortunately, this feature continues to roll out very slowly since it was announced in 2021, with only nine U.S. states, Puerto Rico,...
Apple Watch Ultra 2 Complications

Apple Watch Ultra 3: What to Expect

Sunday July 13, 2025 10:30 am PDT by
The long wait for an Apple Watch Ultra 3 is nearly over, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the Apple Watch Ultra 3:Satellite connectivity for sending and receiving text messages when Wi-Fi and cellular coverage is unavailable 5G support, up from LTE on the Apple Watch Ultra 2 Likely a wide-angle OLED display that ...
iPhone 17 Air Colors Thumb 2

iPhone 17 and iPhone 17 Air Rumored to Come in These 9 Colors

Friday July 11, 2025 12:30 am PDT by
The iPhone 17 and iPhone 17 Air will be available in a total of nine color options, according to new information coming out of Asia. The iPhone 17 Air's expected color options. According to the leaker going by the account name "yeux1122" on the Korean blog Naver, accessory manufacturers are now producing camera protector rings for the iPhone 17 and iPhone 17 Air in colors to match their...

Top Rated Comments

fwmireault Avatar
24 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
24 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
24 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
24 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
24 months ago
Minor changes and a 15% price increase

"We think you're gonna love it!"
Score: 7 Votes (Like | Disagree)
jonnysods Avatar
24 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)