The Steve Jobs Theater is currently swarming with tech enthusiasts, but the website its namesake left behind is barren.

The website went down earlier this morning around 6 a.m. EST. Visitors to the store now receive a blank page but for a GIF assuring them that “We’ll be back,” in various world languages.

This is totally normal. Every year, the Apple Store is taken temporarily offline in advance of what is anticipated to be Apple’s biggest iPhone reveal in recent memory. During the event, the store will be updated with the new products.

The store is expected to return after Tim Cook’s keynote concludes this afternoon. A slew of new products will be available for purchase upon its return, including (we think) the iPhone 8, iPhone 8 Plus, and iPhone X. The former two models are expected to be upgrades of the iPhone 7, while the latter is rumored to feature facial recognition software in place of Touch ID, and to lack the traditional “Home” button. But when the site comes back, wallets beware: The new models may cost up to $1200.

While you’re waiting to start shopping, you can tune into the event at 10 a.m. PDT. In addition to the new iPhones, Cook is expected to unveil a 4K Apple TV, the Apple Watch Series 3, updated Airpods, and the new iOS.

Check out Mashable’s live blog for updates from the Steve Jobs Theater.