Apple Store goes down hours before iPhone 17 launch event

Apple's online store went offline, following the company's traditional pattern of taking down its retail platform ahead of major product announcements. The shutdown signals that new hardware launches are imminent at today's "Awe Dropping" event, scheduled to begin at 10:30 p.m. IST from Apple Park in Cupertino.The store outage comes just hours before Apple is expected to unveil its most significant iPhone redesign in years, headlined by the ultra-thin

iPhone 17 Air

alongside the iPhone 17, iPhone 17 Pro, and

iPhone 17 Pro

Max models. The company is also anticipated to announce new Apple Watch models including the Series 11 and Ultra 3, plus the long-awaited

AirPods Pro 3

.When visitors attempt to access Apple's online store, they're greeted with the familiar "Be right back" message that has become synonymous with impending product launches. The store typically remains down until shortly after new products are officially announced, when it resurfaces with updated listings and pricing.

Apple "Awe Dropping" event: iPhone 17 Air, AirPods 3, and more expected to launch

The star of today's event is widely expected to be the iPhone 17 Air, rumoured to measure just 5.5 millimeters thick, making it significantly thinner than any previous iPhone model. This ultra-slim design represents Apple's boldest hardware gamble in years, though reports suggest it will come with trade-offs including reduced battery life and a single rear camera.The iPhone 17 Pro models are set to receive their first major redesign since 2020, featuring a dramatic camera system that spans the full width of the device's back and a return to aluminium construction after two years of titanium frames. The standard iPhone 17 is also expected to receive the 120Hz ProMotion screen, which has remained exclusive to Pro models until now.Apple is also expected to introduce new Apple Watch models with satellite texting capabilities and updated AirPods Pro 3 with heart rate monitoring features.Following Apple's typical release schedule, the new iPhones 17 models and other products will likely be available for pre-order starting Friday, with general availability later in September.