Apple has taken down the online Apple Store ahead of the iPhone 15 launch

Apple's current "Be right back" sign on its online Apple Store

As it traditionally does just before a major event, Apple has closed its online store ahead of the iPhone 15 launch and replaced it with a "check back soon" message.

Whether it's to prevent people buying an iPhone 14 hours before the iPhone 15 is announced, or just to create buzz ahead of the event, Apple has put up its "Be right back" poster.

The poster has the same animated Apple logo as the "Wonderlust" event, and the only link on the page is for one to "Watch the event."

This does mean that it's not currently possible to buy anything from the online Apple Store. Even the direct "Buy" links on product pages route back to this closed sign.

However, it does not mean that there will necessarily be any new items to buy later today. Doubtlessly, the site will reopen shortly after the launch event with all details of the iPhone 15, Apple Watch Series 9, and any other items Apple announces.

It's possible that accessories such as new Watch bands will be available once the store reopens, but it isn't guaranteed.

Similarly, it's probable that users will be able to configure the iPhone 15 they want, but they will not be able to pre-order before the date Apple announces. Traditionally, that is the Friday following the launch, although this year there have been rumors that it could be sooner.