Apple Store goes down ahead of iPhone 13 & Apple Watch Series 7 event

Apple has taken down its online Apple Store for updates, in preparation for Tuesday's launch of the iPhone 13 and other products.

As is customary for an Apple launch day, the company has put its online Apple Store and the Apple Store app into a maintenance mode. Visitors to the store will see a message stating the page will "Be right back," complete with the multi-colored Apple logo animation.

While Apple does periodically pull the online Apple Store offline for maintenance, the period is typically hours-long on days when there is a major launch. With Tuesday's "California Streaming" event occurring later in the day, store downtime was to be expected.

The Apple Event is anticipated to see the launch of multiple products, including the new iPhone 13 range, AirPods 3, and the Apple Watch Series 7, among others.

Rumors have suggested there could be two Apple Events this fall, with the second thought to cover the iPad and Mac product lines.

5 Comments

dewme 5739 comments · 10 Years

About 3 years ago

I always wonder whether seeing what sub-areas of the Apple online store are offline is any indication of what is coming. The only things that seem to be offline across multiple products are the Accessories pages and Beats.

I have no expectations for today. I'm hoping there is at least one "surprise" that nobody saw coming. These virtual events are amazingly slick and well crafted from a production standpoint, but they are all taking on what has become a very formulaic pattern with no real surprises or off-script moments.

Predictability is good for the bottom line when you're on a roll and delivering good results, but we need to see something to get the adrenaline pumping, in a good way of course. When Tim shows up at the top of the hour to wrap things up, I just want to hear him say "One more thing ..." just once, for old times sake.

anantksundaram 20391 comments · 18 Years

About 3 years ago

dewme said:

I always wonder whether seeing what sub-areas of the Apple online store are offline is any indication of what is coming. The only things that seem to be offline across multiple products are the Accessories pages and Beats.

I have no expectations for today. I'm hoping there is at least one "surprise" that nobody saw coming. These virtual events are amazingly slick and well crafted from a production standpoint, but they are all taking on what has become a very formulaic pattern with no real surprises or off-script moments.

Predictability is good for the bottom line when you're on a roll and delivering good results, but we need to see something to get the adrenaline pumping, in a good way of course. When Tim shows up at the top of the hour to wrap things up, I just want to hear him say "One more thing ..." just once, for old times sake.

Man, I truly miss the showmanship, the swagger, that sly, cutting wit of Steve Jobs. And most of all, "one more thing...".

It's such an anodyne event now. I will spend a few minutes reading AI (out of habit) to catch up, later in the day, that's about the level of excitement. If I am proved wrong, I'll be thrilled, and start re-attending Apple church in the future.

elijahg 2823 comments · 18 Years

About 3 years ago

anantksundaram said:

dewme said:

I always wonder whether seeing what sub-areas of the Apple online store are offline is any indication of what is coming. The only things that seem to be offline across multiple products are the Accessories pages and Beats.

I have no expectations for today. I'm hoping there is at least one "surprise" that nobody saw coming. These virtual events are amazingly slick and well crafted from a production standpoint, but they are all taking on what has become a very formulaic pattern with no real surprises or off-script moments.

Predictability is good for the bottom line when you're on a roll and delivering good results, but we need to see something to get the adrenaline pumping, in a good way of course. When Tim shows up at the top of the hour to wrap things up, I just want to hear him say "One more thing ..." just once, for old times sake.

Man, I truly miss the showmanship, the swagger, that sly, cutting wit of Steve Jobs. And most of all, "one more thing...".

It's such an anodyne event now. I will spend a few minutes reading AI (out of habit) to catch up, later in the day, that's about the level of excitement. If I am proved wrong, I'll be thrilled, and start re-attending Apple church in the future.

At least Federighi has some pretty decent showmanship and obvious enthusiasm for what he's talking about, and some of the other staff genuinely enjoy telling everyone what they've been working on too. Cook on the other hand couldn't appear less interested if he tried. Whereas I used to watch the events from beginning to end, I now watch after, so I can skip over Cook's bland, worn out corporate script - enough with the "maaaagical" and "incredible" ffs. The Apple events - just like Apple, used to be abuzz with excitement. Sadly, that doesn't really exist anymore.