Now instead of the lines around the block, the news is always that devices have sold out in a very short time.

Apple’s online store is an incredible operation that usually manages to look simple. It’s hard to grasp just how many transactions go through it. But what’s easy to comprehend is that Apple owns and runs the whole process without any retailer or big chain reseller in the middle.

original: appleinsider – How Steve Jobs saved Apple with the online store

As it does with its hardware and software, Apple owns the whole stack in its online store and it absolutely maximises every benefit that brings.