Yeah, it was lame. I kept refreshing for 13 minutes here on the East Coast (US). I finally gave up, spoofed my IP to represent a West Coast (US) IP and the site came right up. I placed my order (which was now on backorder due to preferential treatment of West Coast buyers). Then I changed my IP back to its normal East Coast IP - and you guessed it. The site was still down saying that it would be up soon to allow orders to be placed. smh.
By 3:20am ET (20 minutes late) the site finally became available to my normal East Coast IP address.
Note to self: For future iPhone purchases, pretend you live on the West Coast (US) in order to get preferential treatment.