Apple has taken down its online store ahead of the company's annual hardware event in Cupertino, California. As is tradition, Apple is known for closing the online store ahead of major hardware launch events. This way, Apple makes changes to its product catalogue at the back-end. Right now, people trying to access Apple's online store will come across a message - "Be right back. We're making updates to the Apple Store. Check back soon." There is also an animation comprising of Apple branding. You need not worry as Apple is expected to restore its online store pretty soon - probably after Apple completes new product announcements.

Pictures: This is what Apple's triple-camera iPhone 11 could look like

Apple will announce new iPhone 11 models at the company's annual hardware event in Cupertino, California today. The launch event has been scheduled for 10 am PDT (10:30 pm IST) where Apple will refresh its iPhone line-up. Besides iPhones, Apple will likely reveal substantial details about its Netflix-like video streaming service.

iPhone 11 launch event: How to watch live stream of Apple event online

New iPhones: Everything expected

During the launch, Apple is expected to announce three new iPhones similar to last year’s lineup. The buzz surrounding its best-selling products has decreased, as have sales, partly due to the absence of compelling new features, according to reports. As far as pricing is concerned, new iPhones are expected to be in the price bracket of $750 to $1,100. One of the significant highlights of new iPhones is expected to be triple-rear camera unit.

Apple iPhone 11: No major design changes expected except triple-camera

Apple TV+

Apart from iPhones, if we have to name one announcement that will probably steal the show, it has to be Apple TV+, Apple's video streaming service. The company briefly talked about Apple TV+ in March. Apple will likely announce the service today. Apple's revenue from services increased by 14 per cent to nearly $23 billion during the first half of 2019. Now, Apple is expected to announce Apple TV+ that will feature a slate of original programs.

Besides iPhone 11, Apple TV+ service likely to steal the show today