The big moment is coming.
Apple on Wednesday took down its online retail store, disabling customers from being able to buy any of its products online. When trying to access the store, would-be customers will now see “We’ve got something special in store for you and we can’t wait for you to see it” in several different languages. The store likely won’t come back online until after Apple’s press event today, which is slated to start at 1 p.m. ET.
Apple typically takes down its online retail store ahead of its major press events. The company also displays similar splash pages that promise the store will come back online at some point in the future.
Historically, Apple takes down its online store hours before it holds its press events, allowing the company to work on an updated marketplace as Apple CEO Tim Cook and his fellow executives announce new products. The company is expected to do the same this time around.
When the Apple Store comes back online, it’s expected to showcase several new products, including a new iPhone believed to be known as the iPhone 7. Since Apple Watch stock has also been dwindling over the last several days, the company is also expected to unveil a new Apple Watch at the event. The device would similarly be available on Apple’s online marketplace. There’s also talk that Apple could unveil a new iPad and new Macs at the event, though the company hasn’t confirmed any announcement.
Indeed, questions abound about Apple’s plans for the future. While rumors have been swirling for the last several months about what Apple has planned, they have mainly centered on a new iPhone that could deliver only minor design and internal component upgrades. Apple is expected to launch a major iPhone design change next year. The company could make the same move with the next Apple Watch, according to reports.
Macs might get the biggest update across Apple’s hardware line, which could include a MacBook Pro notebook with an organic light-emitting diode (OLED) touchbar above its keyboard. It would be the first major MacBook Pro update from Apple in a few years. But again, whether that will be announced today or later this year is unknown.
Fortune will cover every detail from Apple’s press event at the Bill Graham Civic Auditorium in San Francisco. Be sure to check back at 1 p.m. ET to see Fortune’s coverage of Apple’s highly anticipated event.
Until then, don’t expect Apple’s store to come back online until after its event is over.