It happens every time.
It’s that time again.
Apple has taken its virtual store offline in preparation for today’s big press event, “Let us loop you in.” The company, which is slated to hold the press event at 1 p.m. ET Monday, is expected to reopen its online store once the show is over.
“We can’t wait to show you what we have in store,” the message reads when users try to access Apple’s AAPL online store. “Our virtual doors are just about to open. Thank you so much for your enthusiasm and patience as we work to get everyone in as quickly as possible. Keep checking back, because it won’t be long now.”
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Apple is holding its special press event in just a few hours. In years past, the company has similarly taken down its virtual stores in anticipation of its event. It uses that time to update its online store with the new products it announces during its keynote address. Once the show is over, Apple’s online marketplace typically comes back quite quickly, giving early adopters the opportunity to pick up their latest devices as soon as Apple CEO Tim Cook walks offstage.
So far Apple hasn’t said what it will say at its press event. Rumors abound, however, that the company will unveil a new 4-inch iPhone to be known as the iPhone SE or iPhone 6c. In addition, Apple is expected to showcase a 9.7-inch iPad Pro and perhaps some wristbands for its Apple Watch. Recent betas suggest Apple will also unveil new versions of iOS, called iOS 9.3, and there is a possibility of an update to the company’s Apple TV platform, tvOS.
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Many analysts and industry pundits aren’t expecting much from Apple’s show. Indeed, in a note Friday, Oppenheimer analyst Andrew Uerkwitz said he’s worried “investors will find the next several Apple media events underwhelming,” including the show scheduled for Monday.
“While we expect to see several ‘under the hood’ improvements across devices, we are not expecting the same exuberance as last year when Apple shared final details of the Apple Watch,” he added.
Still, Apple events are always surrounded with hoopla and excitement, and at least so far, Monday’s event is no different.
Look for much more on what Apple announces and the products it showcases later on today as Fortune covers every last detail from the company’s event.