Apple’s online storefront went dark early Thursday, with a banner stating the site is “making updates to the Apple Store.” The outage coincides with the company’s preparation for its annual Back to School campaign, which traditionally launches in mid‑July, and left many hoping for a swift resolution.

The promotion, first rolled out on June 17 last year, usually offers a free accessory—often AirPods—when shoppers buy a qualifying device. This cycle may add a new wrinkle: Apple recently required proof of enrollment for education‑related purchases, ending the long‑standing honor system, and could affect eligibility for upcoming student discounts.

Apple is also rumored to be finalizing updates to Mac Studio, Apple TV, HomePod and Mac mini, which could explain the timing. Should the store relaunch before the promotion, shoppers will encounter the new verification step and possibly higher list prices. Current Prime Day listings show an AirPods Max 2 at $399, down from $549, highlighting price adjustments in play.