The "Let's Talk iPhone" media event is underway and the iPhone 4S has been unveiled as the latest addition to the iPhone family.
As the event unfolds the iPhone store at Apple's website is also notably closed, as Apple gears up to release its latest round of products.
When logging on to the webpage patrons are greeted with a post-it sign reading, "We'll be back soon."
The page further details, "We are busy updating the store for you and will be back shortly," and lists a host of telesales service numbers for various countries.
The iPhone 4S, unveiled as the latest addition to the iPhone family, is a big upgrade to the regular iPhone 4 and the Apple event is currently revealing more information.
Regarding the Apple website, patrons can also note that attempting to access the webpages at http://store.apple.com/us/go/iphone4s and http://store.apple.com/us/go/iphone5 result in seeing the same message.
Commentators have predicted that these pages have been held for the devices that have yet to be unveiled.
During the first half of the "Let's Talk iPhone" event, Cook teased Apple fans by scarcely mentioning the iPhone.
He satisfied many however, by revealing Apple's latest operating system, the iOS 5 will be released on October 12 as a free download.
Other apps and mechanisms associated with the iPhone have also been mentioned, such as the Find My iPhone.
Apple's Senior Vice President of Worldwide Product Marketing, Phil Schiller is currently talking about the iPhone 4S.