As is typical with an Apple keynote day, the company has halted business from the Apple Online Store with its usual “Please check back soon” message. Apple takes down its website to build hype for imminent product launches. At 10 AM PST, Apple will kickoff its fall media event where it is expected to unveil its new iPhone 7 and a second-generation Apple Watch.

The site says: ‘We’ve got something special in store for you. And we can’t wait for you to see it’.

Rumors for the event are suggesting a very narrow focus on just the two products, the new flagship iPhone models and the Apple Watch 2. The iPhone 7 features internal upgrades, new cameras (including a dual camera system on the 5.5 inch model) and will lack a headphone jack. The Apple Watch 2 will include GPS, a new faster chip and other changes.

Those expecting Mac updates today are likely going to be disappointed as reports indicate they are not ready to be unveiled, although radical changes to the MacBook Pro are in the works.

Although the store going down is fun to observe, it doesn’t mean the products will be available to buy today by any means. The iPhone 7 will likely go on preorder this Friday, with a release next week — on September 16th.

Stay tuned to 9to5Mac as we bring live coverage of all the announcements. The event starts at 10 AM Pacific Time, a few hours from now.

FTC: We use income earning auto affiliate links. More.

Check out 9to5Mac on YouTube for more Apple news: