Apple Event 2025: Store offline and new products in sight

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This year's Apple Event has begun in Cupertino, and as usual, a familiar gesture is attracting attention: the Apple Store is offline. For many years, this step has been part of the ritual when new products are unveiled. While software updates leave the store untouched, the shutdown is a clear sign that new hardware is on the way.

Twenty years ago, Apple events were very different. Instead of pre-produced promotional videos, live stage shows took center stage. But despite all the changes in presentation style, one thing remains the same: as soon as new hardware is announced, the store goes offline for several hours. This tradition is an integral part of the event production and always ensures that the excitement builds.

Apple Store offline – a familiar ritual

If the store goes offline, it's because Apple is preparing new product pages, which will be released either immediately or shortly. Anyone trying to access the store now will simply see a message asking for patience. The store is usually available again as soon as the event broadcast ends. Apple typically resumes accepting orders shortly after the keynote, and orders begin shipping a few days later. The broadcast is traditionally about one and a half hours long. Therefore, the store can be expected to be back online around 8:30 p.m.

New Apple products 2025

This year, the focus will be on several new hardware releases. Expected launches include the iPhone 17 (Air, Pro, and Pro Max versions), the Apple Watch Series 11, the Watch Ultra 3, the Watch SE 3, and the third-generation AirPods Pro. Pre-orders for the new iPhones are expected to open Friday, with shipping expected a week later. For the new Watch models and the AirPods Pro 3, the buy button may even be activated on the evening of the event.

Marketing and Tradition at Apple

The store's several hours of offline time are less a technical necessity than a tradition that Apple consistently maintains. It generates attention, builds anticipation, and prevents buyers from grabbing older devices at the last minute, even though the new models are already on their way. While Apple would certainly be capable of implementing the changes without interruption, this approach has become an integral part of the event strategy. For the day of the event, this always means additional excitement and a clear focus on the new products.

Watch the iPhone 17 Apple Event live on September 9

Apple strengthens its line-up and brand

The Apple Event 2025 demonstrates how presentations have changed over time and which traditions remain. The store's offline counter has long been more than just a technical step—it's part of the brand's presentation. With the iPhone 17, the new Apple Watch models, and the AirPods Pro 3, products are just around the corner that will expand the lineup and shape the company's direction. Cupertino thus remains the place where technology trends are set and where the Apple brand repeatedly underscores its special position in the market. If you missed the event, you can find the complete coverage directly on apfelpatient.de. Current updates are also available via our channels on Facebook , Instagram , and Threads . (Image: Apple)