Yeah, I think under one minute. I was refreshing a couple browsers, in Japan and in US West AWS region. Several seconds after 10AM (2AM here in Tokyo, sigh) the tickets page switched to a Buy Now button.

Pressing Buy Now took me to a developer sign-in dialog (I had logged into the Apple Store and the Dev Center previously, hoping to avoid the sign in step, but it didn't take). I entered my username/password, pressed Log In... loading... "Unable to process your request."

By which time the tickets page had been updated to say Sold Out.

More like ten seconds. Clicked purchase as soon as refresh loaded the buy option, and still didn't get one. Ridiculous.

They should kick out anyone who hasn't made an app before. Been trying to go to this damn thing for 2 years now and haven't won the lotto yet.