Apple Store goes offline before iPhone 17 launch event; AirPods Pro 3, Apple Watch updates expected tonight.
Cupertino, CA — September 9, 2025 — Just hours before its highly anticipated “Awe-Dropping” event, Apple’s online storefront has gone dark—offering only a “Be right back” placeholder with the message: “We’re making updates to the Apple Store. Check back soon.”
A Familiar Prelude to Big Reveals
This temporary shutdown isn’t a glitch, but a deliberate move by Apple to update its site in real time. It allows the company to seamlessly prepare product pages, specifications, pricing, and global inventory listings ahead of their debut—minimizing the risk of leaks or inconsistencies.
What to Expect at Today’s “Awe-Dropping” Event
The live event begins today at 10 a.m. PT (10:30 p.m. IST) at Apple Park and will stream across Apple’s website, YouTube, and the Apple TV app. Anticipated unveilings include:
iPhone 17 Series: Standard, Pro, and Pro Max models, plus the ultra-slim iPhone 17 Air—reportedly just 5.5 mm thick.
AirPods Pro 3: Updated on both design and sensors, possibly launching soon after the event.
Apple Watch: New iterations such as Series 11, SE, and possibly Ultra 3.
Software Releases: Launch dates for iOS 26, macOS Tahoe, and other updates may also be announced.
Why the Store Goes Down—and What It Signals
Beyond keeping details under wraps, this “digital blackout” ensures a flawless transition from announcement to product availability. Historically, Apple’s storefront returns soon after the keynote, fully loaded with product pages, trade-in tools, accessories, and financing options.
For consumers, this outage serves as a clear signal: new products are imminent. Pre-orders typically begin the Friday following the event, with deliveries starting the week after. This year, that means pre-orders may open on September 12, with sales beginning around September 19.
In summary: Apple’s temporary online store shutdown is no accident—it’s a hallmark cue of major product reveals. With the iPhone 17 lineup, AirPods Pro 3, Apple Watch updates, and software rollouts on the horizon, the tech world is watching closely. Stay tuned—the Apple Store is set to return soon, brimming with details you won’t want to miss.
