Apple has temporarily shut down its online Apple Store in preparation for the iPhone 17 launch event, dubbed “Awe Dropping,” scheduled for today, September 9, 2025, at 10am PDT / 1pm EDT.
Product listings and accessories remain visible, but all “Buy” buttons redirect to a holding page stating, “Be right back. We’re making updates to the Apple Store. Check back soon.”
The event is expected to unveil the iPhone 17 lineup, including the standard iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and a new ultra-thin model, tentatively called the iPhone 17 Air. The iPhone 17 Air, rumored to be around 5.5mm thick, is anticipated to be the thinnest iPhone ever, featuring a 6.6-inch LTPO OLED display with a 120Hz ProMotion refresh rate, a 24-megapixel selfie camera, and a single-lens 48-megapixel rear camera with a pill-shaped horizontal bump. All iPhone 17 models are expected to include upgraded A19 chips, improved battery life, and a custom Wi-Fi/Bluetooth chip. The lineup will ship with iOS 26, featuring a new Liquid Glass UI previewed at WWDC 2025.
Additionally, Apple is expected to introduce the Apple Watch Series 11, Apple Watch SE, and Apple Watch Ultra 3, with potential features like blood oxygen monitoring, a new chip, and satellite connectivity for the Ultra 3. The AirPods Pro 3 are also anticipated, possibly with heart-rate monitoring, built-in body temperature sensing, improved audio, and/or IR sensors for gesture control.
There’s speculation about other surprises, such as an updated Apple TV 4K or a new HomePod 3 smart home hub.
MacDailyNews Take: The store will remain offline until the event concludes, with no announced duration for the keynote. The livestream will be available here on MacDailyNews within our “Live Notes” article (coming later this morning), on Apple’s website, YouTube channel, and Apple TV app.
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A bunch of nothing again. Liquid glass? How about making real innovation. How about fixing mail, safari and others that don’t work well anymore. Since Cook took over simplicity went out the window. Apple was founded on the principle that it was ‘my computer’ vs. Microsoft crap. Now it’s AppleSoft. As a user since 2004 it is so damn disappointing that Apple builds bloatware. What happened to my computer how I want it. Why would anyone care about tons of useless functionality that gets in the way of getting work done efficiently. SMH. Time for Cook to exit.
2025 and Apple still has to take the store down? What is this bs?
Today, September 9, 2025, Apple has temporarily shut down its online store for its “Awe Dropping” event, where it is expected to unveil the iPhone 17 lineup, featuring an upgraded A19 chip and iOS 26. The new lineup includes a rumored ultra-thin model, the iPhone 17 Air, which may have a 24-megapixel selfie camera and a 48-megapixel rear camera.