As expected, Apple has taken down its entire online Apple Store ahead of the iPhone 17 launch.
Apple's entire range of devices and accessories can still be read on the online Apple Store, but every "Buy" button now goes to a holding page headed, "Be right back."
"We're making updates to the Apple Store," it continues. "Check back soon."
The store will not be back up until after the "Awe Dropping" event concludes. It's not known how long that iPhone 17 launch event is going to be, but it begins at 10 a.m. Pacific.
Apple has not said that the "Awe Dropping" event will be the launch of the iPhone 17 range, but of course it will. It's expected that it will include the unveiling of a thinner model, which is believed to be called the iPhone 17 Air.
It's also expected that the iPhone 17 Pro Max will feature a fractionally deeper chassis in order to house a larger battery. The latest rumors concerning that battery suggest that the iPhone 17 Pro Max may even get as much as four hours more battery life per charge.
While the focus of the event is undoubtedly the iPhone 17 range, there will certainly also be updates to the Apple Watch. That's expected to mean three new models, specifically the Apple Watch Series 11, Apple Watch SE, and Apple Watch Ultra 3.
