Apple might like to change it up every couple of years, but it’s also a creature of habit. As is informal “tradition,” Apple took down its online retail store just hours ahead of its media event Wednesday, where it will unveil the anticipated “iPhone 6S” smartphone.

With the recent site redesign that built the Web store into the main website, there was some speculation on Twitter that Apple wouldn't bring down its e-retail arm during the event. But as many fans of the company discovered, the tradition is very much alive.



Shoppers can still browse through the individual Apple product pages. But when the “Buy Now” button is pressed on the page, they’re redirected to a page that says, “We’ll be right back. We're busy updating the Apple Store for you and will be back soon,” in several languages.



If Apple follows previous trends, the Web store will likely come back up after its Wednesday event concludes with new pages dedicated to its new products — the anticipated iPhone 6S, 12.9-inch iPad Pro and revamped Apple TV set-top box.

Apple may also unveil a number of other accessories and changes to its products at the event, including new Apple Watch Sport strap colors and a redesigned iPad keyboard.

While Apple CEO Tim Cook hasn’t taken the stage yet to show off Apple’s newest products, a series of part and supply chain leaks have given fans a good idea what to expect. Apple’s media event kicks off at 10 a.m. PDT/1 p.m. PDT from the Bill Graham Civic Auditorium in San Francisco. Spectators can watch the event live stream, provided they have an iOS device, Mac, Apple TV, or Windows 10 PC with the Edge Web browser.