Why does the online Apple store close?

Why does the online Apple store close?

Not the 24 hour retail store off of Central Park in NYC, but the online store… whay does that close everytime Apple announces a product? is that still the norm for companies? Macworld has a great explanation in an article posted today here. i figured it would be closed for about an hour or two, it was more like three. (ideas below)

“As most of you probably know, when Apple announces a new product, as it did earlier today, the online Apple Store goes offline. ” -Macworld MORE?

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