Apple Store Goes Offline Hours Before ‘Awe Dropping’ Event as Fans Anticipate iPhone 17

Apple's online store went offline on Tuesday morning, displaying a "Be right back" notice just hours before the company's highly anticipated "awe dropping" product event in Cupertino.

Visitors to the Apple Store website were greeted with a message reading "We’re making updates to the Apple Store. Check back soon," accompanied by an Apple logo rendered in infrared-style colors similar to the graphics used on invitations to the event. A link beneath the logo directed users to the company’s livestream for the 10:00 PT (18:00 BST) presentation.

Apple has not detailed the products that will be announced, and the company remained characteristically reserved in the hours leading up to the event. Media and industry observers noted that the store outage aligns with a recurring pattern: Apple has often taken its online storefront offline briefly while preparing to list newly announced hardware.

The outage and themed branding on the placeholder page have intensified attention on expectations that Apple may unveil the iPhone 17 and other devices. Reports and commentary from tech outlets and social media have speculated about new iPhone hardware, though those features and release details have not been confirmed by Apple.

The event, billed with the slogan "awe dropping," will be hosted at Apple’s headquarters in Cupertino, California. The company customarily streams its fall announcements online and provides subsequent updates to its online store, where new models and configurations typically become available for preorder or purchase shortly after official introductions.

As of publication, the Apple Store remained in its temporary state; the notice advised customers to "check back soon." The presentation is expected to provide definitive information about any new products, pricing and availability, and the store's return will likely reflect those announcements.