Netcraft doesn't reveal any of the modules running on apple.com, so these are just guesses.....
1) Apple could be having their PR dept. recreate the gif everytime it needs updating.
2) They could be using an internal program that recreates the image then stores it on the server.
3) They could be using <insert script language here> and ImageMagik.
4) They could have a special program as you suggested.
These are just the one's that come to mind. There are lots of different ways of manipulating images. GD and ImageMagik are the 2 most common libraries in the x86 world (I'm not too familiar with Mac so there may be others there).
Why don't you write the Apple webmaster and ask how they're doing it? Never know, they might tell you🙂
-geoff