Apple Store Taken Down Ahead of 'Let Loose' Event Today - MacRumorsOpen MenuShow RoundupsShow Forums menuVisit ForumsOpen Sidebar
Skip to Content

Apple Store Taken Down Ahead of 'Let Loose' Event Today

by

Apple has taken down its online store ahead of its "Let Loose" event at 7 a.m. Pacific Time today. This is a common marketing tactic for the company.

5
During the event, Apple is expected to announce new iPad Pro models with the M4 chip, a larger 12.9-inch iPad Air and an updated 10.9-inch iPad Air, an Apple Pencil Pro with haptic feedback, and a redesigned Magic Keyboard for iPads. It is also possible that Apple will announce international availability for the Vision Pro headset.

The event is being held online, with no in-person component at Apple Park, but there are media gatherings happening in cities such as New York and London. A live stream will be available on Apple's website, on YouTube, and in the Apple TV app.

Stay tuned for complete coverage of Apple's announcements.

Tag: May 2024 Apple Event

Popular Stories

iOS 27 Next to iPhone

Here's When iOS 27 Rolls Out Today in Every Time Zone [Update: It's Out]

Sunday September 13, 2026 3:00 am PDT by
Update 10:04 a.m.: iOS 27 is rolling out now, though it may take a bit for all users to see it, so keep checking! Apple is about to release iOS 27, which will finally deliver more advanced Siri AI capabilities as well as a variety of other refinements, improvements, and new features to iPhones. It's Apple's biggest software update of the year, and Apple announced at Wednesday's iPhone event...
Read Full Article • 151 comments
iOS 27 Icon iPhone

iOS 27 Available Now With These 8 New Features

Monday September 14, 2026 9:00 am PDT by
Update — 10 a.m. Pacific Time: Apple has released iOS 27. During its iPhone 18 Pro and iPhone Duo event last week, Apple announced that iOS 27 will be released widely on Monday, September 14. iOS 27 should be available around 10 a.m. Pacific Time / 1 p.m. Eastern Time today via the Settings app, under General → Software Update. Below, we have highlighted eight new features and...
Read Full Article • 111 comments
Apple iCloud Plus expansion hero

iCloud+ Now Includes Apple TV, Apple Arcade, and Curated Apple Music Stations in Over 100 Countries

Tuesday September 15, 2026 1:43 am PDT by
Apple today announced a new subscription initiative that turns paid iCloud+ subscriptions into a broader services bundle in more than 100 countries. In select countries, Apple says every paid iCloud+ plan, including the cheapest 50GB tier, now includes Apple TV and Apple Arcade "at no additional cost," while family sharing extends the storage, TV and Arcade access to up to five people....
Read Full Article • 103 comments

Top Rated Comments

bigjnyc Avatar
bigjnyc
31 months ago
dumbest gimmick in all of tech.
Score: 2 Votes (Like | Disagree)
C
CarAnalogy
31 months ago

Two-fold. It is for hype but also to prevent people from buying the old model right before it is discontinued which would lead to returns.
No, just marketing. All Apple products are the most magical, wonderful devices ever right up until the second the new one comes out. People who bought one yesterday are going to be returning it as well.

Taking the entire website down, including returns and customer service, is completely unnecessary.

Last fall I happened to try to print a return label during this stunt. Can’t access anything.
Score: 1 Votes (Like | Disagree)
I
incidentallycheckout
31 months ago

You nailed it. Common marketing tactic indeed.
Two-fold. It is for hype but also to prevent people from buying the old model right before it is discontinued which would lead to returns.
Score: 1 Votes (Like | Disagree)
A
abatabia
31 months ago
You nailed it. Common marketing tactic indeed.
Score: 1 Votes (Like | Disagree)
Read All Comments