Apple Store Down On A Sunday [Update]

I just wanted to check some prices on the Apple Store for a story and boom - the Apple Store is down right now for updating.
It is Sunday 8:30am EST. Is Apple launching something new? I doubt it. I guess Apple engineers are doing some software upgrades to prepare the shop for the Holiday shopping season.
We know that Apple can do price changes without taking the Apple store down. They did that with the pricing of the iPod touch before the September 9th event. So it is either new products, new store features or nothing visible to shoppers.
Check the Apple Store. Update: Apple Store is back online. Cannot see anything new.

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