Motorola's Moto Maker website for smartphone customization is currently down, prompting speculation that new devices are being added to the site.

For a couple of days now, the Moto Maker website has been down for what seemed to be a regular maintenance. Accessing the website now still retrieves a message that Moto Maker is currently getting a "tune-up," but the timing suggests that new devices are making their way onto the site.

The IFA 2014 trade show is kicking off in just a few days and Motorola is expected to make some exciting announcements around the same time. In addition to its much-touted Moto 360 smartwatch, the company should also take the wraps off its Moto X and Moto G successors, dubbed the Moto X+1 and Moto G2 or Moto G+1, respectively.

Motorola has launched its Moto Maker website last year to sell the Moto X, and the company's new generation of smartphones are expected to be available in the same manner. The Moto X, while it didn't pack any top-notch hardware specs, came with unprecedented and unparalleled customization options that were available through Moto Maker. The Moto G later launched through Moto Maker as well, and the new Moto G2 and Moto X+1 are expected to be available through the same means. 

With Moto Maker now down for maintenance, there's a good chance that when it goes back up it will boast some new offerings. This means that Motorola's new lineup of devices could it commercial availability soon after their unveiling next week. Motorola is not going to IFA 2014 in Berlin, but is has sent out press invites to its own media event on Sept. 4.

The company could surely add the new products to Moto Maker without taking the website down, but this strategy does boost excitement and anticipation ahead of the big unveiling. If this move sounds slightly familiar, it may be because Apple tens to pull such schemes ahead of new announcements, taking down its online store before a big product launch.

Of course, there's still a chance that the Moto Maker website is currently down for maintenance and nothing more, which means that it should go back up soon enough. We'll keep an eye on things and update you as soon as something changes.