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

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.

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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.

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Top Rated Comments

bigjnyc Avatar
3 weeks ago
dumbest gimmick in all of tech.
Score: 2 Votes (Like | Disagree)
CarAnalogy Avatar
3 weeks 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)
abatabia Avatar
3 weeks ago
You nailed it. Common marketing tactic indeed.
Score: 1 Votes (Like | Disagree)
incidentallycheckout Avatar
3 weeks 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)