Typically Apple posts a notice saying something to the effect that it’s making changes to the store. This time the online Apple Store says “we love that early energy,” and that the store is “almost ready for you.”

Whatever the back end processes Apple is working on, taking down the store does always create a buzz of anticipation. It does, though, mean that preorders for the Apple Watch Series 10 have been paused.

It’s not actually possible to buy anything on the online Apple Store at present. Even the direct “Buy” buttons on device pages route back to the closed store.

Preorders begin at 5 a.m. Pacific, 8 a.m. Eastern. In theory the store will reopen then, but in practice it can be several minutes afterwards that it is available everywhere.

Apple is not the only place to buy the new iPhone 16 range, however. Plus other vendors are certain have either better deals, or outright better prices.

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