Apple Store Taken Down Ahead of 'Let Loose' Event Today - MacRumors
Skip to Content

Apple Store Taken Down Ahead of 'Let Loose' Event Today

by

Apple has taken down its online store ahead of its "Let Loose" event at 7 a.m. Pacific Time today. This is a common marketing tactic for the company.

5
During the event, Apple is expected to announce new iPad Pro models with the M4 chip, a larger 12.9-inch iPad Air and an updated 10.9-inch iPad Air, an Apple Pencil Pro with haptic feedback, and a redesigned Magic Keyboard for iPads. It is also possible that Apple will announce international availability for the Vision Pro headset.

The event is being held online, with no in-person component at Apple Park, but there are media gatherings happening in cities such as New York and London. A live stream will be available on Apple's website, on YouTube, and in the Apple TV app.

Stay tuned for complete coverage of Apple's announcements.

Tag: May 2024 Apple Event

Popular Stories

M5 Vision Pro Thumb 2

Apple Has Given Up on the Vision Pro After M5 Refresh Flop

Wednesday April 29, 2026 11:31 am PDT by
Apple has all but given up on the Vision Pro after the M5 model failed to revitalize interest in the device, MacRumors has learned. Apple updated the Vision Pro with a faster M5 chip and a more comfortable band in October 2025, but there were no other hardware changes, and consumers still weren't interested. The Vision Pro has been criticized for its high price tag and its uncomfortable...
Read Full Article • 499 comments
app store monthly sub commitment

Apple Introduces App Store Monthly Subscriptions With 12-Month Commitment

Monday April 27, 2026 12:52 pm PDT by
Apple today announced the launch of a new subscription option for App Store developers: monthly subscriptions with a 12-month commitment. The new option allows developers to offer subscribers discounted pricing typically associated with an annual subscription but paid on a monthly basis to keep payments more affordable. This new payment option allows you to offer subscribers more affordable...
Read Full Article • 145 comments
Four iPhone 18 Pro Colors Mock Feature

iPhone 18 Pro to Launch in September With These 10 New Features

Tuesday April 28, 2026 9:35 am PDT by
While the iPhone 18 Pro and iPhone 18 Pro Max are not launching until September, there are already plenty of rumors about the devices. It was initially reported that the iPhone 18 Pro models would have fully under-screen Face ID, with only a front camera visible in the top-left corner of the screen. However, the latest rumors indicate that only one Face ID component will be moved under the...
Read Full Article

Top Rated Comments

bigjnyc Avatar
bigjnyc
26 months ago
dumbest gimmick in all of tech.
Score: 2 Votes (Like | Disagree)
C
CarAnalogy
26 months ago

Two-fold. It is for hype but also to prevent people from buying the old model right before it is discontinued which would lead to returns.
No, just marketing. All Apple products are the most magical, wonderful devices ever right up until the second the new one comes out. People who bought one yesterday are going to be returning it as well.

Taking the entire website down, including returns and customer service, is completely unnecessary.

Last fall I happened to try to print a return label during this stunt. Can’t access anything.
Score: 1 Votes (Like | Disagree)
I
incidentallycheckout
26 months ago

You nailed it. Common marketing tactic indeed.
Two-fold. It is for hype but also to prevent people from buying the old model right before it is discontinued which would lead to returns.
Score: 1 Votes (Like | Disagree)
A
abatabia
26 months ago
You nailed it. Common marketing tactic indeed.
Score: 1 Votes (Like | Disagree)
Read All Comments