Ahead of the ‘Awe inspiring’ event scheduled to start at 10:30 PM IST, Apple has taken its online store offline – something which Apple fans know as a customary move that signals the imminent launch of new products. The shutdown of the digital store, which occurred just hours before the highly anticipated iPhone 17 series launch event, is part of a process to prepare the website for the debut of the iPhone 17 series, AirPods Pro 3, and a new lineup of Apple Watches.
The temporary outage, which shows visitors with a “Be right back” message, allows the company to update its entire store with detailed specifications, new pricing, and promotional content for the latest devices. Think of it as a behind-the-scenes preparation that allows Apple to get everything up and ready, all while keeping everything a secret from the world.
Hence, if someone has their way with coding, they could unravel everything about the iPhone 17 series prior to Apple’s livestream event.
Apple Store down ahead of iPhone 17 launch
The launch event, which is expected to be this year’s major affair in the tech space, is scheduled for 10:30 PM IST at Apple’s headquarters. The event’s livestream will be available on Apple’s official website, Apple TV, and the YouTube channel, which allows a global audience to tune in to witness the product reveals.
This annual tradition holds significant importance for both Apple and its customers. For the company, it’s a meticulously planned operation to ensure a seamless transition from announcement to a fully functional retail experience. For consumers, the site’s downtime serves as a powerful indicator that new and exciting products are just around the corner, thereby building up the hype.
Will you be able to pre-order iPhone 17 just after launch?
Following the announcement, pre-orders for the new iPhone 17 models are expected to begin on September 12, with the first sales potentially starting on September 19. Additionally, Apple could also release the stable version of iOS 26 to iPhone 16 and older models by September 16, thus updating countless iPhones instantly.
