Apple Store goes down hours ahead of iPhone 17 series launch: Here’s why it matters

Apple Store has been taken offline by the Cupertino-based tech giant ahead of its “Awe Dropping” event, where the four new iPhone 17 models are likely to be unveiled along with AirPods Pro 3 and new Apple Watches. This is an annual tradition by Apple to take down its store ahead of new product launches to use the downtime to refresh its website with new products, specs, pricing, and promotional material.

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Navigating to the Apple Store currently shows the ‘Be right back’ message, followed by “We’re making…