Agreed, but how much hype can be generated from 3am to 8:30 am EST, and even less from midnight to 5:30am PST, where I am...?"Coding as we speak"
I think a lot of it is so that they can build hype before product launches.
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Apple's Online Store Down for Scheduled 'Maintenance' Break, Possibly Ahead of Product Updates
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The poster has a 100% guarantee that something is possible. In other words, they don't have any information, but wish they did.
According to this thread... 10 pages worth of hype. Though I really doubt anyone other than Apple fans like people on this forum even know that the store is offline.
lol but why does the entire site have to go down to update a few products ?
Hyperlinks need updated. Otherwise you would have to type in the page URL each time you wanted to navigate to a different area of the site.
Marketing
Source control can make this change in less than a few minutes.
EDIT: I wonder, though, if they need the extra time for content delivery networks to update. I have not worked with those in the past, but I would hope they can be staged.
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Imagine the situation if they were now trying to find a new product to release because everybody was expecting the maintenance was a product release
Jokes aside, it's quite clear that this is not a maintenance break, it's product release.
I wouldn't be exact with the times, it's highly unlikely that the page will be back up dead on.