Apple’s online store has officially gone down.

The company took its online store offline at approximately 5 a.m. PT on Tuesday as it prepares to update the site with whatever new products debut at its special press event starting at 10 a.m. PT.

Tuesday’s event, taking place at the Flint Performing Arts Center in Apple’s hometown of Cupertino, Calif., is one of the most anticipated product launches of the year. Consumers, analysts, and investors have been waiting for Apple to introduce the “amazing” new products that CEO Tim Cook has promised for more than a year. Cook, who took over as CEO from Steve Jobs three years ago, hasn’t yet taken the company into new markets beyond those established by his former boss. But he’s now expected to do just that with wearables, mobile payments, and other possible arenas.

It’s believed that Apple will at least unveil the iPhone 6, but could also show off its first smartwatch or other wearable device.