Overview
- Apple's online store was taken offline on Thursday, June 25, 2026, showing a 'making updates' or 'We’ll be right back' notice that prevents customers from completing purchases.
- Apple has not given an official reason for the outage, leaving journalists to treat explanations as unconfirmed and speculative at this stage.
- Several outlets say the most likely explanation is a Back to School rollout tied to Apple's usual June–July timing, a promotion that has in past years included free AirPods or other accessories with qualifying Mac and iPad buys.
- The outage comes after CEO Tim Cook told The Wall Street Journal that price increases are 'unavoidable' because of rising memory and storage costs, and analysts including Bloomberg's Mark Gurman have suggested Apple could apply near-term price changes during the store update.
- Apple routinely takes the store down briefly to swap pricing, product pages, and configurator settings, so the key things to watch when the site returns are new promotional offers, updated price listings, and any added product pages or configurations.