Apple Store goes offline ahead of expected product launch event
Apple's online store is temporarily offline ahead of a product event, fuelling speculation that the company could unveil new devices, including its first foldable iPhone.
Apple has taken its online store offline ahead of a product event, a move that typically signals imminent new hardware announcements. The temporary shutdown has intensified speculation that the company is preparing to unveil several devices, including what would be its first foldable iPhone.
The downtime comes before an event the company has teased with the phrase «surprise and shine». While Apple has not confirmed what will be announced, industry observers widely expect the company to use the occasion to refresh its product lineup. Reports suggest the event could feature new Apple Watch models, updated iPhones, and the long-rumoured foldable handset.
According to reports, the foldable device may be branded as the iPhone Ultra or the iPhone Duo. The product has been the subject of speculation for years, with analysts and consumers alike waiting for Apple to enter the foldable smartphone market, a segment already populated by rivals such as Samsung and Huawei. The device is expected to feature a book-style design that opens to reveal a larger internal display.
The timing of the event is significant for Apple. The company typically holds its major iPhone launch in September, and this year is expected to follow that pattern. Alongside the foldable model, the company is reportedly preparing to introduce the iPhone 18 Pro and to adjust pricing on existing models, with some retailers already cutting the price of the iPhone 17 ahead of the new releases.
Taking the online store offline in the hours before an event is a well-established practice for Apple. The company uses the downtime to update its product pages and pricing structures so that new items can be purchased immediately after the presentation concludes. The move is often read as a reliable signal that new products will be available for order within hours.
The launch of a foldable iPhone would mark a major step for Apple, which has so far stayed out of the foldable segment despite its rapid growth elsewhere in the industry. The company has filed numerous patents related to foldable displays and hinges over the years, but has not yet brought such a device to market. If the rumoured product does appear, it would represent Apple's most significant hardware design change since the introduction of the original iPhone.
Beyond the foldable device, the event is expected to showcase updates to Apple's wearable line and its core smartphone range. The company faces increasing competitive pressure in the premium smartphone market, and a strong September launch is seen as critical to maintaining its position. Apple has not commented on the specific products expected at the event, and the company typically keeps details under wraps until the presentation itself.
For consumers, the immediate consequence of the store being offline is that orders cannot currently be placed. That situation is expected to be temporary, with the store likely to return online shortly after the event concludes, carrying the newly announced products. Analysts will be watching closely to see whether the foldable iPhone finally becomes a reality and how Apple prices it against existing foldable devices from competitors.
