Are Apple Store outages technically necessary to update store content?

We have all seen it before; we go to the Apple Store website only to be met with we’ll be back soon. We also assume that this is because they have some new products that need adding to the store.

However I got thinking about other online stores like Amazon and Dell who are big players in the online world. They are always adding new products, and we don’t see then with store outages or technical issues.

So is this truly the case with the Apple Store, or could there be something else behind it. I like a few other people I know think that this could just be a marketing ploy, just so the buying audiences knows that something new is on the way and will keep trying the website, then you have it Apple have got you.