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

iOS 18

iOS 18.4 Will Include These New Features for Your iPhone

Wednesday February 5, 2025 7:15 am PST by
iOS 18.3 was released last month, so the first iOS 18.4 beta should be coming soon. iOS 18.4 is expected to be a more substantial update for the iPhone, with several new features and changes related to Apple Intelligence and beyond. Apple's website suggests that iOS 18.4 will be released in April, following beta testing. Below, we outline what to expect from the update so far. Apple...
General Apple Invites Feature

Apple Launches New 'Invites' App

Tuesday February 4, 2025 8:00 am PST by
Apple today announced the launch of a new app called "Invites," which is designed to allow users to plan events like birthday parties, graduations, vacations, baby showers, and more. "With Apple Invites, an event comes to life from the moment the invitation is created, and users can share lasting memories even after they get together," said Brent Chiu-Watson, Apple's senior director of...
App Store vs EU Feature 2

Apple Says It Doesn't Approve of EU Porn App

Monday February 3, 2025 1:15 pm PST by
Apple does not approve of the "Hot Tub" pornography app that was released for the iPhone in the EU using alternative app distribution, Apple said in a statement to MacRumors. Further, Apple is concerned about the potential user safety risks with a pornography app, and says that it undermines consumer trust in the Apple ecosystem. We are deeply concerned about the safety risks that hardcore...
maxresdefault

An Apple TV Refresh is Coming in 2025 - Here's What You Should Know

Wednesday February 5, 2025 10:17 am PST by
Apple hasn't refreshed the Apple TV since 2022, but rumors suggest that we're finally going to get an update in 2025. We don't have a full picture of what to expect yet, but we have some hints on what's coming. Subscribe to the MacRumors YouTube channel for more videos. Updated A-Series Chip The current Apple TV 4K uses the A15 Bionic chip that was in the iPhone 13 lineup, and it's time for...
iCloud General Feature Redux

iPhone Users Who Pay for iCloud Storage Receive an All-New Perk

Thursday February 6, 2025 11:21 am PST by
If you pay for iCloud storage on your iPhone, Apple has a new perk for you, at no additional cost. iCloud+ is the official name for Apple's paid iCloud storage plans, which range from 50GB for $0.99 per month to 12TB for $59.99 per month in the United States. iCloud+ plans already come with multiple perks for free, such as Hide My Email and HomeKit Secure Video, and now there is another one...
iPhone SE 4 Single Camera Thumb

iPhone SE 4 Launching as Soon as Next Week

Thursday February 6, 2025 3:30 pm PST by
Apple's next-generation iPhone SE could debut as soon as next week with a launch to follow later in February, reports Bloomberg's Mark Gurman. Apple isn't expected to hold an event for the iPhone SE 4, and will instead unveil the device through a press release. The iPhone SE 4 is expected to have an iPhone 14-style design, with Apple eliminating the thick bezels and Touch ID Home button of...
iOS 18

iOS 18.3.1 Update Coming Soon for iPhones

Thursday February 6, 2025 7:31 am PST by
Apple is internally testing iOS 18.3.1 for iPhones, according to our website's analytics logs, which have been a consistently reliable indicator of upcoming iOS versions. The software update should be released within the next few weeks. iOS 18.3.1 should be a minor update that addresses software bugs and/or security vulnerabilities. Apple Intelligence notification summaries for news and...
applecare apple care banner

Apple Raises Monthly AppleCare+ Subscription Price for All iPhones

Tuesday February 4, 2025 9:35 am PST by
Apple this week increased the prices for its monthly AppleCare+ subscription prices for the iPhone, raising the cost by 50 cents for all models in the United States. Standard AppleCare+ for the iPhone 16 models is now priced at $10.49 per month, for example, up from the prior $9.99 per month price. The 50 cent price increase applies to all available AppleCare+ plans for Apple's current...

Top Rated Comments

fwmireault Avatar
18 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
18 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
18 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
18 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
18 months ago
Minor changes and a 15% price increase

"We think you're gonna love it!"
Score: 7 Votes (Like | Disagree)
jonnysods Avatar
18 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)