Thursday is Watch An Enticing Invitation Onlinea big day for tech giant Apple as the company is reportedly set to unveil a new MacBook Pro at a media event on Cupertino campus and the company has taken down its online store in anticipation.

Users who go to Apple's website and attempt to access the shop via the homepage instead get a message that says "We'll be right back."

This Tweet is currently unavailable. It might be loading or has been removed.

And any other attempt to get in to the store — say, to buy a new iPhone 7 — results in a similar holding page.

The event is slated to begin at 1 p.m. ET / 10 a.m. PT so if you really have a hankering to buy a new iPhone or iPad (but not the now-delayed AirPods), you'll have to scoot over to a physical Apple Store. Or just hold your horses for a few hours.

Thursday's event will be livestreamed and, of course, you can (and should!) follow all the developments and get the latest insight from Mashable's awesome tech staff at our live-blog.