Probably just maintanence.
😉

Seems it's apple meets you tube. A lot of disappointed teenagers @ macrumors today!
Guess your money or your parent's money will have to continue to bear interest for a while longer!

Page 1 wants its new story back.
Doing an occasional clean up and refresh is healthy for a 24 hour store. Shutting down the whole Apple Store until all of the new pages are added or updated is a good idea so that people aren't linked to the wrong areas and so that not as many transactions are started by customers only to be stopped later.I do have to wonder about Apple though.
I've been watching these events since 2003 and the updates to the site seem to get longer and longer. Why, even just for simple updates and why does the entire store go down why not just the section they are wanting to update?
An Apple retail store wouldn't close up shop for a few hours just to update 1 product line, neither would any other retail store. In fact, Apple is the only store that does this odd process when it comes to updating its products.