Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
I know people are annoyed by the gimmick of closing the store down, but now it just feels like a tradition that I really enjoy as it fills me with Apple nostalgia on Steve Jobs keynote days.
I like it! I think it is a fun and effective part of the event.
 
I'd imagine Apple has done the cost/benefit analysis of this. Look at all the free press/advertising they get when they shut down the store prior to the event. Not even a Super Bowl ad, supposedly the pinnacle of advertising, gets as much news coverage. Just Google "Apple Store Down" and see how many articles there are at the moment. I count at least 12 in the last couple of hours that just come up in the News section. I doubt Apple will ever stop doing it, if they get that much free press every time.
I agree 100%. If there is one thing in this life that is true, it is that Apple knows good marketing.
 
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.