Yep. During keynotes, the web store is usually "down for maintenance". For simple reasons - they don't want to pre-announce before "The Steve(tm)", but they want to have all the new products immediately available after the keynote.
Ok, but that sure sounds like a design flaw. I would have expected that they would still have an option to push the new products live at the time of their choosing vs. disabling online purchases of their existing products.
I would think an appropriate separation of content from the site itself would allow them to reach their same business goals without deliberately giving themselves an outage.
It's not so much a technical issue as it is a marketing decision. The store being down creates a sizable amount of suspense. Of course they could leave it up if they wanted to, but it's as much part of Apple folklore now as Steve's turtleneck.
