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 Sizes Feature

iPhone 16 Series Is Just Two Months Away: Everything We Know

Monday July 15, 2024 4:44 am PDT by
Apple typically releases its new iPhone series around mid-September, which means we are about two months out from the launch of the iPhone 16. Like the iPhone 15 series, this year's lineup is expected to stick with four models – iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max – although there are plenty of design differences and new features to take into account. To bring ...

Apple's AirPods Pro 2 vs. Samsung's Galaxy Buds3 Pro

Saturday July 13, 2024 8:00 am PDT by
Samsung this week introduced its latest earbuds, the Galaxy Buds3 Pro, which look quite a bit like Apple's AirPods Pro 2. Given the similarities, we thought we'd compare Samsung's new earbuds to the AirPods Pro. Subscribe to the MacRumors YouTube channel for more videos. Design wise, you could potentially mistake Samsung's Galaxy Buds3 Pro for the AirPods Pro. The Buds3 Pro have the same...
Beyond iPhone 13 Better Blue Face ID Single Camera Hole

10 Reasons to Wait for Next Year's iPhone 17

Monday July 8, 2024 5:00 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we sometimes get rumored feature leaks so far ahead of launch. The iPhone 17 series is no different – already we have some idea of what to expect from Apple's 2025 smartphone lineup. If you plan to skip...
macbook pro january

Best Buy's Black Friday in July Sale Takes Up to $700 Off M3 MacBook Pro for Members

Monday July 15, 2024 11:05 am PDT by
Best Buy's "Black Friday in July" sale is in full swing today, and in addition to a few iPad Air discounts we shared earlier, there are also some steep markdowns on the M3 MacBook Pro. You will need a My Best Buy Plus or Total membership in order to get some of these deals. Note: MacRumors is an affiliate partner with Best Buy. When you click a link and make a purchase, we may receive a small...
Generic iOS 18 Feature Real Mock

Apple Seeds Revised Third Betas of iOS 18 and iPadOS 18 to Developers

Monday July 15, 2024 10:09 am PDT by
Apple today seeded updated third betas iOS 18 and iPadOS 18 to developers for testing purposes, with the software coming a week after Apple initially released the third betas. Registered developers are able to opt into the betas by opening up the Settings app, going to the Software Update section, tapping on the "Beta Updates" option, and toggling on the ‌iOS 18/iPadOS 18‌ Developer Beta ...
ipaos 18 image playground

Apple Releases First iOS 18 and iPadOS 18 Public Betas

Monday July 15, 2024 1:16 pm PDT by
Apple today provided the first betas of iOS 18 and iPadOS 18 to public beta testers, bringing the new software to the general public for the first time since the Worldwide Developers Conference in June. Apple has seeded three developer betas so far, and the first public beta includes the same content that's in the third developer beta. Subscribe to the MacRumors YouTube channel for more videos. ...

Top Rated Comments

fwmireault Avatar
11 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
11 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
11 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
11 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
11 months ago
Minor changes and a 15% price increase

"We think you're gonna love it!"
Score: 7 Votes (Like | Disagree)
jonnysods Avatar
11 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)