Apple Closes Online Store Ahead of WWDC 2023 and Teases New Hardware
Shortly before the WWDC 2023 keynote, Apple temporarily shut down its official online store. Visitors arriving at the site are greeted with a brief message: “We will be back soon. We are updating the Apple Store. Come later.”
This is a pattern Apple has repeated before major announcements. The temporary shutdown creates anticipation and signals that refreshed products are on the way. Industry watchers have long expected that new premium devices would surface as part of the WWDC event, and the store downtime has become a common prelude to a product reveal.
Among the rumors swirling ahead of the conference are updates to the Mac lineup. Analysts and insiders have pointed to a family of new Apple Studio machines powered by the M2 Max and M2 Ultra chipsets, along with a larger 15-inch MacBook Air. These devices align with Apple’s ongoing focus on performance and power efficiency for creative professionals and power users who require strong processing capabilities in portable form factors.
WWDC 2023 is widely anticipated to showcase these hardware enhancements in addition to software innovations. The event is set to take place at Apple’s headquarters in Cupertino and will be streamed via the official Apple website and its YouTube channel. For many viewers, the keynote offers a first look at how Apple plans to integrate hardware with its evolving software ecosystem, including potential updates to development tools, operating systems, and developer resources.
In some coverage, reports from media outlets noted that Apple has used pre-event funding or teasers to hint at the nature of forthcoming announcements. The broader tech press has also discussed the possibility of a new mixed-reality headset making its first appearance alongside the new machines, signaling Apple’s continued interest in augmented reality and immersive computing experiences.
Overall, the combination of a store downtime, credible rumors about Studio devices with M2 chips, a larger MacBook Air, and the prospect of an AR/VR headset all point toward a landmark WWDC 2023. The event is expected to draw developers, industry professionals, and Apple enthusiasts who are eager to see how the company expands its hardware lineup while reinforcing its software platforms and developer tools.
As the date approached, Apple emphasized that the live stream would be accessible globally and that the company would provide real-time coverage through its official channels. This approach ensures that audiences around the world can participate in the announcements and gain insights into Apple’s strategic direction for the year ahead.