Not necessarily. Apple's web traffic is huge. They may have a large backend caching mechanism, all kinds of systems we don't even know about, plus the deployment process is always business specific.
I don't think they do it just for the hype. I don't think Apple would care that much about its followers to do something like this just for they hype. It's more likely that there is more going on technically than we know about.
That would make sense if new products weren't added to Amazon live all the time (Even front page items like new Kindle's appear instantly), and store.apple.com gets a much smaller amount of traffic relative to Amazon.