Apple Store currently down (opens in new tab)

At this point, it is all part of the buildup and drama or releasing new products. Creating a buzz.

> What I don't understand is why the store has to go down for new products?

Hint: We are now here talking about it.

Right now, all over the world, there are hundreds of news outlets covering this "downtime". Also right now, thousand of users a refreshing the page to see whats coming.

I am pretty confident that they are not losing any money during this, quite the opposite ;)

I think Apple can get away with having their online store down for a few hours and not miss out on making money, unlike Amazon. Also as evidenced by this post it builds marketing hype.

Apple and Amazon are on the opposite ends of the e-commerce spectrum.

Amazon is about volume of sales, Apple is about hype and class.

It's just plain old marketing strategy. And one that has been working for quite a while.

I don't care for a keynote. I want modern hardware with OS X on my desktop. If they release that online only, I am happy, too. What's the advantage of a keynote taking 1,5 hours, showcasing apps I'll never use and demoing projects that don't interest me?

From what I read, they're expected to release more iPads.

For sure there will be an event with a few journalists. Probably too late for something bigger.

As for caring, the iPod was introduced at a small event at Apple's headquarters. I don't know if the size of the venue has necessarily anything to do with the importance of the product.

there have never been keynotes for refreshes (updated specs), only redesigns (new features and form factors)

More likely discontinuing MacPro and Mac Mini.

Its just a computer, no earth will be shattered.

No. Maybe a new iMac. Definitely new iPads.

They'll do something with augmented reality for sure.

The site is not https but the GIF is. Some important GIF.

Why the down vote? It was a rumor that proved basically correct, as usual.

Seems to be a gif