Just six hours before its eagerly anticipated launch event for the iPhone 16, the Apple Store website has gone down, a situation that typically occurs every year.

Visitors are currently greeted with a message stating: “Be right back. We’re making updates to the Apple Store. Check back soon.” This temporary outage occurs as the tech giant prepares to unveil its latest products.

The downtime features a sleek blue and pink Apple logo, matching the design of Apple’s “It’s Glowtime” event invitation, which will take place today at 10:00 AM PT (18:00 BST) in Cupertino, California.

While Apple hasn’t announced a new iPhone, the company has consistently unveiled a new device each year for over a decade.

Four iPhone 16 models are expected: the iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max, available in a variety of colours.

The iPhone 16 is anticipated to feature a new button on the right side, which could be a game-changer for selfie enthusiasts.