Apple is launching its new AirTags item trackers as well as a purple version of the iPhone, with its site going down ahead of the launch.
Both products were revealed as part of its “Spring Loaded” event earlier this week.
The two biggest new releases from that event – an updated iPad Pro and a redesigned iMac – are not due for release until next month.
But both the new colour of the iPhone and the tracking devices will open for pre-orders on Friday, ahead of a full release a week later.
Apple’s online store went down early in the morning ahead of a scheduled pre-order time of 1pm in the UK, 10am eastern or 8am local pacific time.
The website has undergone a number of redesigns in recent years, and it is today unclear whether the site needs to go down to be updated, or if it is partly intended to help drive buzz. The site goes offline ahead of major launch events too, including Tuesday’s event.
The new purple iPhone 12 and 12 Mini come at the same price as the other colours, starting at £799 for the larger and £699 for the smaller. Apple charges extra for more storage.
The AirTags cost £29 for one, or £99 for four. Apple also sells a range of loops that make them able to clip onto devices – with prices starting at £29, but running into the hundreds for ones designed in collaboration with Hermès.
Both will start arriving from 30 April, Apple said.
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