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Online Apple store goes down ahead of iPhone event

updated 10:26 am EDT, Tue September 10, 2013

Apple commences usual preparations

As expected, the online Apple store has gone down temporarily ahead of today's iPhone event in Cupertino. Apple closes the store ahead of launch events in order to update content without revealing it to the public prematurely. The store should return to normal after the event is over.

The centerpiece of the presentation is expected to be two iPhones, the 5C and 5S. Apple should also reveal the launch date of iOS 7, and announce updates to some minor product lines, including the iPod touch, shuffle, and nano. The company could set a date for OS X Mavericks, but that's less certain.

by MacNN Staff





  1. djbeta

    Junior Member

    Joined: 01-11-04

    Is it really necessary to take down the entire store to update it with products?

  1. pottymouth

    Forum Regular

    Joined: 11-19-03

    "lol"? this is no laughing matter. A "We'll be right back" message is a sign to get out our credit cards and hit refresh until the store comes back up. This is the way it has always been. Don't question a perfect system.

  1. DiabloConQueso

    Fresh-Faced Recruit

    Joined: 06-11-08

    Seriously, it's so that attention is not diverted from the announcement. Whether you perceive that as an altruistic move or an evil move is immaterial -- it's a tactic to ensure that the thunder stays on the stage and not online.

    It's bad enough that you have people complaining about buying an iPhone 4 right before the iPhone 4S came out and complaining, "But I didn't know! I'm being ripped off!" Imagine if they left the store up and someone bought an iPhone 5 *during* the iPhone 5S announcement. The level of complaints and ill-placed blame would be unprecedented.

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