It truly amazes me that a company can not only design, manufacture and develop software like this in near 100% secrecy, but that they can also have their website completely updated instantly after the keynote with beautiful graphics and videos. How they do it and keep it so under wraps astounds me.
I completely agree. Their website roll out team kicks ass! They should publish how they manage the 'browser caching' issue, whenever I go to Apple.com after/during keynote, I get the latest page without doing hard refresh.
most sites use assets with additional query parameters added to keep them fresh (i.e. file?1234566778.js). Apple looks like they are adding some parameters into the filenames themselves.
It probably also involves cache-control settings as mentioned, but I think file renaming is the more reliable method of cache busting.