I doubt they are doing too much about it. A large spike in consumer demand due to high holiday season sales can be expected but not entirely predicted. After a few appologies to the angry consumers, the demand will return to its usual flow (perhaps a bit higher due to new users) so scaling will probably be kept to keep up with the new user base increase. Although, I think this will help them better predict consumer demand spikes on their network better in the upcoming holidays.
Don't get me wrong. I love my iPod and I am an avid Apple user. However, it doesn't make sense to massively scale a network or server farm for unusual seasonal spikes. Then the rest of the year you have idle network and server equipment.
In the end, Apple made a pretty penny! Which I am glad to see since I am an enthusiast of their products.