Apple's Let Us Loop You In event is coming, and the tech giant has gone on full preparation mode. As of 7 a.m. EST, Apple's online store has been closed for shoppers. Sure, users can still browse through the products in the online store, but the store's purchasing function, at least for now, has been disabled.
"We can't wait to show you what we have in store. Our virtual doors are just about to open. Thank you so much for your enthusiasm and your patience as we work to get everyone in as quickly as possible. Keep checking back, because it won't be long now," a message on the website read Monday morning.
The temporary shutdown of Apple's web store is actually no surprise, as the company has initiated the same shutdown in the past. Typically, Apple's online store opens soon after the launch event, featuring the new products which were just unveiled. Thus, users who log in later on Monday will most likely see the company's new iPhone and 9.7-inch iPad, the rumored iPhone SE and the 9.7-inch iPad Pro.
Apple's Let Us Loop You In event is set to start at about 1 p.m. EST, with Apple CEO Tim Cook taking to the stage. Indeed, though the event is quite smaller in scale as compared to Apple's iPhone 7 event later this year, Monday's launch still remains as a very pertinent event for Apple.
The tech giant is expected to unveil two primary devices on Monday, a 4-inch iPhone rumored to have near-flagship internals, and a 9.7-inch iPad that is rumored to carry over some features of the ultra-premium iPad Pro. New bands for the Apple Watch and a series of software updates are also expected.
The Let Us Loop You In event is Apple's chance to persuade consumers who have persistently stuck to their old iPhones over the years to finally upgrade their units. With the sales figures of Apple's current flagships, the iPhone 6S and 6S Plus, going below expectations, launching a smaller, more affordable iPhone might be a very good way for the company to improve its numbers.
After all, the smartphone market right now is as much about mid-range phones as it is about flagship devices. For Apple to conquer the mid-range market, it needs a powerful, more affordable iPhone. The rumored iPhone SE might be the perfect device to accomplish that goal.