I use the mobile application for all my ordering. It's just quicker and more streamlined over the desktop site for major preorders like the iPhone or Apple Watch when it launched.
Another vote for this. I usually have my iPad, work laptop, and iPhone all up and running for the 3am preorder. Even utilizing multiple types of browsers on each device, the Apple Store app is always quicker to go “live” and place the order.
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When there's a keynote or preorder the main store website goes down a couple of hours before at which point new items get added.
During this period you are greated with a we'll be back soon error.
It's based on the providers DNS cache I've been told
I'm in Australia and I was loading the website over and over again from 4.55pm to 5.05 (12am PT) at which point it finally loaded. However it was too late for the jet black and my order for the Matt just barely made it in the first delivery batch.
My email showed 5.07pm but others had emails that were showing as early as 5.02pm
So the preorders obviously went live at 5pm
Yeah, my email showed 3:08am. I remember finally getting into the app a few minutes after 3am. I tried for the Jet Black but it was already shipping 1-2 weeks so I did in store pickup for the Matte Black and got it on launch day.