Apple Store goes down ahead of iPhone 18 Pro, Pro Max & iPhone Duo launch

Apple has taken its online store offline ahead of its September special event. This follows the Cupertino-based tech giant’s usual practice of temporarily closing the storefront before a major product announcement. The event begins at 10 am Pacific Time (10.30pm IST), with Apple expected to unveil the iPhone 18 Pro and Pro Max, its first foldable iPhone Duo, Apple Watch Series 12 and Ultra 4, and AirPods 5.Visitors to the Apple Store are currently greeted by a holding page saying, “We're making changes to the Apple Store.

Check back soon.” The storefront is expected to return after the event, with new product pages, prices and configurations appearing once the announcements are made.Why Apple has taken its online store offlineTaking the Apple Store offline before its September event has become a regular part of Apple’s product launch routine.

The company typically shuts the storefront several hours before its keynote to update product listings and prepare the online store for newly announced hardware.This year’s event is also the first September launch led by new Apple CEO John Ternus. The company is expected to use the presentation to introduce several products, including its first foldable iPhone.The “Surprise and Shine” event begins at 10 am Pacific Time, or 1 pm Eastern Time.

It will also begin at 6 pm in the UK and 10.30 pm IST.What to expect from the iPhone 18 Pro and Pro MaxThe iPhone 18 Pro and iPhone 18 Pro Max are expected to be among the main announcements. The new models are reportedly set to feature updated processors, improved camera systems, and a smaller Dynamic Island, which could leave more room around the display.Reports also point to Apple’s first 2nm A20 Pro chip and a second-generation C2 modem.

A new cherry red colour option is also expected.The starting price of the iPhone 18 Pro line is anticipated to increase by about $100, although Apple has not confirmed pricing ahead of the event.What Apple's foldable iPhone Duo could offerThe foldable iPhone Duo is expected to introduce a book-style design with two displays.

The outer screen is expected to measure about 5.5 inches when the device is closed, while the internal display could measure around 7.8 inches when fully opened.The larger display would allow users to watch media on a bigger screen and use split-screen multitasking with two apps at the same time.

Apple is also expected to focus on the device’s hinge and minimise the visible crease along the centre of the inner display.The Duo would mark a change in Apple’s iPhone lineup, as the company has not previously sold a foldable iPhone.Why the standard iPhone 18 may not launch todayUnlike previous September events, Apple is not expected to introduce the standard iPhone 18 alongside its Pro models.

Reports suggest the company is moving to a split release schedule for its iPhone lineup.The standard iPhone 18, iPhone 18e and iPhone Air 2 are expected to arrive in spring 2027 instead. Apple is expected to continue selling the iPhone 17 until the new entry-level models are released.Apple Watch Series 12, Ultra 4 and AirPods 5 are also expectedThe iPhone announcements are expected to be accompanied by updates to Apple’s wearable and audio products.

Apple is expected to introduce the Apple Watch Series 12 and Apple Watch Ultra 4, along with the fifth-generation AirPods.The new Apple Watch models are reportedly set to include updated health-tracking features and an AI-powered feature that can generate recaps of a user’s daily whereabouts and conversations.Other Apple hardware reportedly in development includes a smart home display, refreshed Apple TV and HomePod mini models, and a MacBook Pro with an OLED touch screen.

Most reports suggest those products could arrive later this year, potentially at an October event.For now, the return of Apple’s online store will provide the first indication of the products, configurations and prices that the company officially adds after the September presentation.Get the latest technology news and updates.

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