In just one hour (10AM PDT), Apple will be hosting a media event where it will surely unveil the new iPhone(s?) nearly certain to be the iPhone 7 and iPhone 7 Plus and ahead of these events Apple, as has been the past practice, has shuttered the Apple Store until CEO Tim Cook shares Apple’s new offerings.

Apple Store Down  iPhone 7 Event

We’ll know soon enough and Apple Store will be ready

Don’t panic, the store will be back up soon enough. But the question is whether today’s announcement will sufficiently revive interest in Apple’s iconic handset with the unveiling of the iPhone 7 and iPhone 7 Plus? Analysts, critics and Apple haters alike have all taken shots at Apple for what many view as a simple upgrade of the iPhone 6S that will do little to reverse the companies fortunes. But, there is another camp that points out that the iPhone 7 will have a major processor upgrade, longer battery life, the best sound ever for the iPhone owing to the anticipated removal of the 3.5mm headphone jack which allows for resonance chambers and the removal of the antennae bands.

It’s also expected that Apple will be unveiling the Apple Watch 2 as an upgrade to the Apple Watch that has stalled the entire smartwatch sector. While Apple once held a nearly 75% market share in the sector it’s believed that this has dropped under 50% and that smartwatch sales as a sector are down over 30% from last year as consumers wait to see the Apple Watch 2.

It’s believed that the Apple Watch will feature a slimmer display that will free up space for both a faster processor and the inclusion of GPS. If the Apple Watch 2 includes GPS it will boost the Apple Watch brand as a standalone fitness tracker and could boost sales. Apple has never announced sales numbers for the Apple Watch but many analysts believe that the Apple Watch has added over five billion dollars to Apple’s revenue coffers.

It’s believed that the MacBook Pro is in the process of getting a major upgrade, but most believe that they remain a ways out and will not be unveiled at today’s media event. What we’re certain of is that the event will begin in less than two hours and rather than the Apple Store saying, “Please check back soon” and “‘We’ve got something special in store for you. And we can’t wait for you to see it.