[ugh]

Does it? Buying something in Apple’s online store is not like buying your favorite cereal in the supermarket. You are not going to not buy that $500 iPad or that $1700 MacBook Pro because the store was down for a few hours. I don’t think you can look at the average hourly revenue of the online store, look at how long it was down and calculate Apple’s revenue loss from that.

Only the super-rich can afford to go impulse buying in Apple’s online store (or any store selling expensive stuff).

[modeless]

I don’t think you can look at the average hourly revenue of the online store, look at how long it was down and calculate Apple’s revenue loss from that.

Of course not. But neither can you say that 100% of people will come back after the store turns them away. There is undoubtedly a cost to store downtime; the only question is how much. On a high traffic store like Apple's, even a small percentage of lost customers is a large amount of money lost.