Well, they are the only retailer I can think of that has to take their entire site down for several hours to add a new sku.
I believe it's done for two reasons.
1). Suspense during their events 2). To keep people from buying the older devices that they are about to discontinue. No reason to have to field support calls for people wanting to cancel/return their newly purchased items.
I guess the ridiculousness of this excuse is that the page already exists and would simply (I would think) be a matter of changing the page text. I wouldn't think this would require intensive site-wide testing, but I've been wrong on these thigns before.