There's a simple reason why Apple's Black Friday deals are so boring: Apple doesn't need Black Friday

Apple’s four-day "shopping event," which lasts November 23 to 26, is now live.
The Black Friday offers basically consist of gift cards that can be applied when purchasing specific products.
None of the gift cards can be applied to any of the company's latest products, like the iPhone XR or the 2018 Mac Mini.

Apple's pre-announced four-day "shopping event" is finally live in the US.

If you were hoping Apple would discount any of its newest products, like the iPhone XS or redesigned MacBook Air, prepare to be disappointed.

Apple’s Black Friday event basically consists of gift cards, which can only be applied to certain products.

Here's the full list of Black Friday gift card "discounts" across Apple's product lines:

Apple TV: $25

iPhone: $50

Apple Watch: $50

Beats headphones: $50

HomePod: $50

iPad: $100

Mac: $200

Unfortunately, all of these gift card deals can only be applied to older models across these product lines. So even though you can get $50 off an iPhone, it will only work for the iPhone 7 and 8 models, and their respective Plus variants. The iPad gift cards can’t be applied to the new iPad Pro models, and the Apple Watch discounts don’t work towards the new Series 4.

The good news is that the Apple TV gift cards can be applied towards both Apple TV and Apple TV 4K, and you can also get gift cards for the most popular types of Beats headphones, including Studio 3 Wireless, Solo 3 Wireless, PowerBeats3, and more. Apple also has a handful of nice Mac discounts, in case you were considering the older MacBook Air model, or even an iMac or iMac Pro.

But otherwise, if you were hoping for a discount on the new Mac Mini, or possibly even the iPhone XS or XR, it’s best you look elsewhere. Thankfully, there are plenty of stores and sites out there with Black Friday discounts on Apple products.

Apple doesn't need Black Friday

You might be wondering why Apple doesn't offer deeper discounts on its products. The fact is, it doesn't need to.

Apple is one of the most valuable companies in the world, and people buy its products regardless of the time of year. People are going to buy Apple products for their loved ones over the holidays, plain and simple — but Apple has also positioned itself as a company where it doesn't need to rely on a few days of shopping to make most of its money. The iPhone and Apple Watch, for example, are best-in-class products that people will buy year-round, even with no discount applied.

So, it's okay to be disappointed about Apple not having more significant sales during Black Friday and Cyber Monday. But it's important to understand that Apple never needed those shopping holidays in the first place.

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