take a bite out of their apple

Apple’s North American online store went down for ‘updates’ earlier today.

Engadget reports that during this outage, the site displayed the following image:

apple store outage

Sure enough, loads of people contacted Engadget, who duly ran a story that attracted close to 100 comments.

I’m amazed: Apple have managed to transform a conventional source of irritation into an effective talking point that encourages people to check back until the store opens.

Brilliant marketing.

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