Unlike the first two tries earlier this year, this once didn't make it to the ground, not even close. Rather, the rocket exploded quite spectacularly in mid-air, roughly 2 minutes into its ascent.

Unfortunately, this means that rocket's Dragon capsule, which was supposed to ferry roughly 2.5 tons of supplies to the ISS, including two HoloLens devices, seems to have perished as well.

"It's not clear exactly what happened yet, and even exactly at what point the vehicle failed," Falcon 9 launch control said during livestream of the event moments ago. According to NASA, anomaly teams are putting together data right now using whatever their downrange instruments were able to see, and preparing for a press conference at 12:30 p.m. ET.