I have been in retail for 15 years(since I was 15YO). I know something of retail. I have been a store manager at two different chains. I'm sure every company out there would love to have publicity like Apple does, but it's wearing thin. Maybe you didn't notice, but Apple released the iPad several weeks ago. It's just a bunch of hype, i.e. "mommy, look at me, I have a new toy." Like I said, childish.
The only thing I find childish is you getting upset because a highly successful company is going to close its stores for an hour in preparation for a new product launch. What the hell does it even matter?