Apple's online store has gone offline just minutes before the company is expected to announce a lower-cost MacBook, potentially named the MacBook Neo. This comes after Apple already unveiled six products this week, including the iPhone 17e, new iPad Air, updated MacBook Air and MacBook Pro models, and refreshed Studio Display options. The timing of the store outage strongly suggests a new product announcement is imminent.

Earlier today, Apple accidentally leaked the MacBook Neo name through a regulatory document for Model A3404 that briefly appeared on its website. While no images or specifications were revealed, the document confirms the device's existence ahead of today's "Apple Experience" event in New York at 9 a.m. Eastern Time. Industry observers note this follows Apple's pattern of taking its store offline before major product reveals.

The MacBook Neo would join a busy week of Apple announcements that included the iPhone 17e with A19 chip starting at $599, iPad Air with M4 chip, and new MacBook Pro models featuring M5 Pro and M5 Max chips. The lower-cost MacBook could target budget-conscious consumers while maintaining Apple's premium ecosystem integration.