In the series of predictable events leading up to every iPhone launch is the moment the Apple Store goes down -- and it's just happened.

There's just hours to go until the Apple event, during which the company is set to announce the iPhone 17 series and updates to its wider product lineup, including the Apple Watch 11. For now, when you take a trip to the tech giant's online emporium, it features the familiar boilerplate text: "Be right back." When the store pops back up later today, the iPhone 17 will take pride of place as Apple's new flagship, pushing the iPhone 16 family out of the limelight.

If you're planning to splash out on the latest Apple device, you'll need to have a substantial wodge of cash set aside. Rumor has it that these latest iPhones will be subject to price hikes due to tariffs and other factors. In exchange for your hard-earned iPhone money, you will take home what will likely be one of the most advanced and exciting phones of the year, with a bigger battery, better cameras and a CPU that will knock your socks off with its performance.

We'll be glued to the event later bringing you all the news as it happens, including the rumored launch of the skinny iPhone 17 Air and deep, nuanced analysis of Apple's choice of colors for 2025, so keep your eyes on the site for everything you need to know.