Apple Store unexpectedly goes down ahead of WWDC

in General Discussion

In an unusual move for a year when no new hardware is expected at WWDC, Apple has shut down its online store and posted a link to watch the keynote.

Glowing Apple logo with text: Be right back. Check back soon. Watch the keynote.
Apple has taken its store down ahead of WWDC 2024

It's routine for Apple to take down the store hours before a product launch such as those for the iPhone or the Apple Vision Pro, and it has shut it before WWDC in the past. In 2023, for instance, the store was closed, and Apple used that WWDC to launch an updated MacBook Air.

This time the 2024 WWDC has been expected to focus on AI, and specifically to not include the debut of any new hardware. So taking the down the store is a surprise, and it's not clear whether this means hardware is coming -- or that Apple is just using its store front to promote the keynote.

As ever, the store has a message saying "Be right back," and it also adds "Check back soon."

These are common phrases from the regular times that it shuts the store, but this time the message includes an animated Apple logo that is in the same colors as the WWDC 2024 promotions.

AppleInsider will be covering all of the major announcements and events of WWDC 2024.

Read on AppleInsider


  • Reply 1 of 6
    Clearly not married….
  • Reply 2 of 6
    dewmedewme Posts: 5,478member
    Unexpected? That would be admitting that the pundits and leakers know everything, which they clearly do not. Game on.
  • Reply 3 of 6
    OferOfer Posts: 259unconfirmed, member
    How is this unexpected? The Apple Store almost always goes down ahead of major announcements 
  • Reply 4 of 6
    dewmedewme Posts: 5,478member
    It does look like they updated the web site itself, but no new hardware.
  • Reply 5 of 6
    Mightn't just be for updating the Vision Pro availability in new countries?
  • Reply 6 of 6
    mpantonempantone Posts: 2,099member
    bmatthews said:
    Mightn't just be for updating the Vision Pro availability in new countries?
    They don't need to shut down the entire website to edit a few lines of HTML code. In the same way they don't need shut down the website every time they add another country when they do their staggered rollout during the iPhone launch.

    They did it to drive attention to the keynote presentation. No new hardware was introduced. 
Sign In or Register to comment.