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Apple Online Store goes down ahead of iPhone X event today

The Apple Online Store has gone offline ahead of today’s iPhone X event, which is scheduled to kick off at 10:00 am PDT / 1:00 pm EST.
“We’ll be back,” reads a message at store.apple.com. “We’re updating the Apple Store for you. Please check back soon.” The company always takes its web store offline ahead of major events, which has become something of a tradition.
The store should go back up right after the keynote presentation, which will be held at the Steve Jobs Theater and also mark it's public unveiling.