Apple Store is down

This time we have a sneaky suspicion it won't be a false alarm. Easy money is on new iMacs and an iLife refresh popping up in an hour or two.

Update, as of 2:57PM: It was up for a few minutes, but now it's down again. Seems these "Mac" things are rather popular with the kids these days. Peep the hilarity above.

Update 2, 3:25PM: Up then down then up and so on. We'll let you know when it's up for real.

Update 3, 4:05PM: Still a few kinks, but it seems to be up at last.

[Sushi @ Aug 7th 2007 12:58PM]

it's coming!

[loci @ Aug 7th 2007 5:23PM]

engadget IS the apple store

[omnicloud @ Aug 7th 2007 12:59PM]

I'll bet my money that instead of the usual ridiculous amount of MacBooks typing away to numerous blogs, there'll be a ridiculous amount of iPhones.

[LiQuiD_FuSioN @ Aug 7th 2007 1:00PM]

Here's hoping to new iMacs then; although I do wish Apple would release their sixth generation iPod already!

[Mile @ Aug 7th 2007 1:26PM]

What do you want the new ipod to do/have that it doesn't already?

Make cell calls?

[Grant @ Aug 7th 2007 2:06PM]

skinnier, touch screen, bigger/wide screen, higher capacity, wifi, bluetooth, or more attractive/flashy GUI.
any of those would work... or i'm sure apple will come up with something COMPLETLY unexpected(like they did with the nike sneaker sensor)

[joe @ Aug 7th 2007 1:00PM]

There is a new iMac, I noticed a little picture glitch on the Apple Store's website when it was loading (prior the store closing down for their "update").

It appeared that there was something different in the area where the iMac image was placed. I didn't pay much attention to it, since I had clicked onto the iPod accessories page without paying too much attention to anything else.

Is there anyway I could probably find this on the computer's temporary image settings?

[Ray-- @ Aug 7th 2007 1:18PM]

what application server is the apple store running on that it has to be taken down to make updates? Maybe that's what they should be updating?

[Clarion @ Aug 8th 2007 11:08AM]

But if they did that, then how would bloggers know to start building up hype for potentially no reason?

[Mile @ Aug 7th 2007 1:25PM]

What company needs to pull down their site to update it or add new products?

In what world is the IT Department told "Sure - if that's what you have to do. No problem!"?

And most importantly, how do I get a job there?

[Fruition @ Aug 7th 2007 3:03PM]

Maybe it's for suspense???

[Greg @ Aug 7th 2007 3:05PM]

It's an ecommerce site. Do you really want people trying to buy things while you're screwing with the server, and quite possibly removing the thing they're buying? If people are dropping twelve hundos on a laptop, you owe it to them to not drop the ball on the transaction.

Seriously, you HAVE to pull the store down if you're updating it. I don't think any company would be crazy enough NOT to.

[Ant @ Aug 7th 2007 3:13PM]

@greg
amazon
ebay
newegg
dont go offline for an update in products

[Fruition @ Aug 7th 2007 3:19PM]

But Greg, if it's a concern on purchases, couldn't they just disable the ability to purchase said item a few hours prior to putting the new ones up? I mean it'd certainly be more convenient than taking the entire store down... Think of how many iPods they could have sold during this time!

[Mr. Picklesworth @ Aug 7th 2007 10:58PM]

Greg, that's the thing. You should NEVER screw with the production server. Even I know this having done some basic web development at home.

If you are going to make changes, play with them on a server completely detached from (but very similar to) the production server. It should not be necessary to take down the production server for even a second; the new aesthetic and content changes should glide in instantly. (Maybe five seconds of downtime if really necessary).

After all, if you are making major functional changes with routine stock updates, something is really screwed (and Apple isn't really known for that kind of problem).

[John @ Aug 9th 2007 1:28AM]

Mike: Are you kidding me? eBay periodically shuts down for updates (usually for an hour or two), so does XBOX Market Place, Playstion Store and so on. Maybe you "whine" store could shut down for awhile.

[chris @ Aug 7th 2007 2:06PM]

My Apple store won't have the new iMacs until tomorrow! Aaahhh!

[K @ Aug 7th 2007 2:15PM]

Just called the store, they said reopen time = 2:30 Eastern. One hour to my new imac!

[Mile @ Aug 7th 2007 1:42PM]

I'm going to camp out tonight for one!

[JJA @ Aug 7th 2007 2:19PM]

Hopefully it will be in stores at the end of the week here in The Netherlands......cant wait to see it...

[Eddie @ Aug 7th 2007 2:45PM]

It's back up!

[Eddie @ Aug 7th 2007 2:50PM]

Hold on, now it's gone again.

[brad @ Aug 7th 2007 3:06PM]

http://www.digg.com/apple/PIC_Apple_site_returns_goes_down_funny_pic_of_why_it_went_down


there is another pic of it too, different part of the site

[Spencer @ Aug 7th 2007 3:21PM]

The Australian apple store is up, if you want to take a look

[johnzilla @ Aug 7th 2007 3:30PM]

Every time Apple makes a new product announcement and takes their store down, the same comments show up:

"a real ecommerce site wouldn't need to take their site down" blah blah blah.

You guys are right...they don't need to take their store down. You guys are wrong, though, if you think Apple is stupid or doesn't know how to run a web site. They take their store down to generate buzz. It is marketing, part of their culture, the same way a brick and mortar store hides behind a facade while remodeling, then re-opens with a big sign that says "Grand Opening!".

They know how to run an eCommerce site (iTunes Music Store, anyone?). They choose to take the store offline when bringing out new products because (to them) it is fun and part of their culture, part of how they generate customer loyalty and attention. That's all. No big secret.

[jamesm @ Aug 7th 2007 3:41PM]

THANK you for being the one to say that, was waiting for it. :)

[michael @ Aug 7th 2007 4:19PM]

Yeah. I understand that too. We all get that it's part of Apple's hype and marketing that makes it so successful.

But, it seems kind of outlandish and cries "Hey everyone! Look at me!". It just seems obnoxious, especially when media news sites post this as 'real' news.

But a company oughta be different to show off itself.

[Alex @ Aug 7th 2007 3:33PM]

It's back up in the UK.
2.8 GHz iMac!!!!

[tim2short @ Aug 7th 2007 3:41PM]

the only thing that is keeping me patient is listening to the music on their new imac ad http://www.apple.com/imac/ads/

[Shannin @ Aug 7th 2007 3:44PM]

i didnt even notice that!
i was too busy trying to get the imac customize page to work

[morgs @ Aug 7th 2007 3:52PM]

It's a new aluminium iMac running at 2.8Ghz using an intel Core 2 duo extreme and also a new mac mini running on Core 2 duos at last. See the main apple site and look at their Mac models there. Also iLife 8

[nimro @ Aug 7th 2007 3:56PM]

The UK Apple Store is up, and has the updates. See here:

http://www.apple.com/uk/thestore/

Happy gawping :D

[Chuckles McGee @ Aug 7th 2007 3:58PM]

Engadget seriously should have an emergency line to the White House to alert the president every time the Apple Store goes down.

"Sir- we have status Rotten Granny, I repeat, status Rotten Granny. How do you wish to proceed, Mr. President?"

"The same way we always do- we wait."

[Megan @ Aug 7th 2007 4:05PM]

Actually its up again

[Blake @ Aug 7th 2007 4:09PM]

"Did not receive any response from application. It is possible that the application does not exist, or that the requested url is incorrect."

That's a new one on me.

[Megan @ Aug 7th 2007 4:20PM]

Yeah its back up, just a bit buggy. I noticed a few links weren't working.

[Brandon Moser @ Aug 7th 2007 5:35PM]

I'm not sure if anyone noticed, but the Mini is updated to Core 2 Duo, also!!

[Jimbo @ Aug 7th 2007 6:06PM]

It was open! But now its closed again...:S!!

Let me tell you! The iMac looks amazing in the photos!

[r010 @ Aug 7th 2007 7:20PM]

I wish there was something we could do about all these fanboys.

[MastrCake @ Aug 8th 2007 4:41AM]

Anybody else notice the 10 "Help" buttons at the top of the pic?

[Beni @ Aug 8th 2007 11:13AM]

Is it really necessary to make a blog post every time the Apple Store goes down?

[fbb @ Aug 8th 2007 5:32PM]

OK, I can't remember the store being down for so long before. Can't wait to see what the prices on the last gen versions will be.