When I see those messages "apple store down" I think, what a bunch of amateurs. Who does this stuff like this in this time and age? Don't they have development and stage environments where they can update the sites internally ahead of time and test everything and just make the new stuff available in the flip of the switch?
I do not think of any e-comerce website that shuts down its operations for several hours just to put 2 new products online? Doesn't that hurt the revenue? Imagine if Amazon was down for half a day so they could add few new products? It seems like Apple still in 90's when it comes to this process - unbelievable.
It is clearly not a technical issue. They simply do it because they can and it creates interest. Of course a commodity-based store such as Amazon cannot pull this stunt. People would buy elsewhere.