The standard online retailer guide to updating an online store:
- Upload products quietly, in the background, without fuss. Maybe if the product is particularly exciting, add it to the front page.
The Apple method of updating its online store:
- Accidentally leak a minor product shot by accidentally uploading it a few weeks before release. Accidentally. Really.
- Wait for hundreds of Apple rumour websites to get terribly excited about a tiny incremental update to a nothing product.
- Watch as frenzied Apple fans argue about what other updates are on the way, such as a $5 solar-powered iPhone that also makes perfect toast and tea via WiFi.
- Abruptly take down your entire international online store, making it impossible for anyone to buy anything. Add an obnoxious post-it note for good measure.
- Wait as Apple fans drive themselves into an apoplectic frenzy, trying to figure out what exciting new things are going to be added imminently.
- Watch as Apple news sites report that you took your store down, which means exciting things.
- Sit back and laugh heartily, safe in the knowledge that even though the updates are tiny, you’ve just got more marketing than most companies get for a new product launch.
- Put the site back online, with as many ‘new’ badges as possible.
- Wait for the internet to recover from millions of Apple users refreshing the Apple store fifteen times per second.
- Wait for orders to flood in from Apple users starved of the store for a full 90 minutes.
- Lather, rinse, repeat.