Apple Store Back Live with iPhone 15 Pre-Order Date

The Apple Store is live after the iPhone 15 launch. Here's what you need to know about the Apple Store going down recently.

As is often the case ahead of its major hardware launch events, the Apple Store went down recently in preparation for the arrival of the iPhone 15, Apple Watch Series 9 and other new products. It’s back up now, though, so you can nearly pre-order the iPhone 15.

Normally, the Apple Store being down would be more mysterious, like when ChatGPT is down. In this case, history tells us that Apple always takes its online store offline ahead of its September launch event, which is why a “Be right back.” message took over its website temporarily on Tuesday, September 12.

It has come back now, complete with a range of new gadgets to tempt you. Not all are available to buy just yet, though: iPhone 15 pre-orders open on Friday, September 15 by way of example. Other new iToys are available to buy right away, namely the Apple Watch Series 9.

Apple Store Down as iPhone Launch Looms

The latest Apple Store downtime was entirely planned by Apple, who pulls the same stunt every year when it’s about to launch its next generation of iPhones.

This year’s models fall under the iPhone 15 banner as expected, while the headline software news is the release of iOS 17 into the wild not long after things wind down at Apple Park later today.

Among other things, the iPhone 15 line-up has now adopted a standard issue USB-C charging port, as Apple moves away from its proprietary Lightning port – nudged every so gently by new regulations in Europe.

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What Else To Expect at iPhone 15 Launch

That’s not all we’re expecting Apple to have up its sleeve, either. Speaking of sleeves, the smart money is on a pair of new Apple Watches being revealed at today’s press event, with the Apple Watch Series 9 and Apple Watch Ultra 2 being their potential names based on current convention.

We’ve also been told to expect a raft of new iPhone, Apple Watch, and even AirPods accessories – namely a new USB-C charging case for the AirPods Pro as Apple looks to update multiple products in line with EU requirements.

As ever, the iPhone 15 isn’t likely to be a single device but rather a line-up of new 2023 Apple smartphones, with the standard handset joined by two rumored Pro models. These could feature everything from a new super lightweight titanium frame and thinner bezel to Wi-Fi 6E support and – on the expect top iPhone 15 Pro Max model – up to 6x optical zoom.

Read our iPad guide to find out which one is right for you

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When Was the 2023 iPhone Launch Event?

Usually, the Apple Store goes back online just after Apple launches new products. With that in mind, it’s definitely worth knowing when today’s Apple event is taking place.

The iPhone 15 launch took place on Tuesday, September 12 and kicked off at 10:00am local PT / 1:00pm ET in the US, which is 6pm BST in the UK and 7pm in many European countries.

After the proceedings get underway then, all eyes are back on the Apple Store – complete with the option to order or pre-order the latest Apple gadgets.

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Written by:
James Laird is a technology journalist with 10+ years experience working on some of the world's biggest websites. These include TechRadar, Trusted Reviews, Lifehacker, Gizmodo and The Sun, as well as industry-specific titles such as ITProPortal. His particular areas of interest and expertise are cyber security, VPNs and general hardware.
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