Looks like Apple's hype machine has once again succeeded in building interest for iPhone 4 to the degree that -- it's brought down the Apple Online Store. Taken down earlier tonight and brought back with iPhone 4 pre-orders, it was quickly overwhelmed.

Now it's down again, with Apple hopefully getting its server ducks in a row this time, especially for countries with multiple carriers like the UK where you can buy iPhone 4 completely unlocked if price is no object (£499 for 16GB, £599 for 32GB).

Don't hold your breath for a white option to come back with the store, however. That seems to condemned to late summer and later adopters.

If you see the Apple Online Store coming back up before we do, let us know!