They take down the website to build up suspense for new product launches. It has nothing to do with them being technologically inept. It's all about marketing! I'm surprised nobody gets that. If I was Apple, I'd do the same thing. Build up suspense then pull the curtain back and here ya go, the latest and greatest iPhone. Now buy one! I'm going to...Remember, Apple is a publicly traded company that has thousands of shareholders who want Apple to keep their profits high and their stock price even higher. That's how the game is played. So when you say that Apple doesn't know what they're doing; trust me, they do and they're good at it. They are one of the most profitable companies in the world right now, and since I am one of their shareholders, I am all for whatever dog and pony show they come up with to wow the world with their new products.