Apple Online Store goes down ahead of iPhone X event today

The Apple Online Store has gone offline ahead of today’s iPhone X event, which is scheduled to kick off at 10:00 am PDT / 1:00 pm EST.

“We’ll be back,” reads a message at “We’re updating the Apple Store for you. Please check back soon.” The company always takes its web store offline ahead of major events, which has become something of a tradition.

The store should go back up right after the keynote presentation, which will be held at the Steve Jobs Theater and also mark its public unveiling.

iDownloadBlog will be bringing you continual coverage of all the news as it happens—here’s everything we expect to see unveiled at the Steve Jobs Theater.

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We suspect you’ll want to tune in and watch Tim Cook and other Apple executives demo the latest products on stage, leaks notwithstanding. If you do plan on following along, be sure you have the necessary software to watch the live-streamed keynote on your devices uninterrupted.

Who’s excited already?