Apple To Base Black Friday Promotions Around Gift Cards, Not Direct Discounts28 November 2013bzamayo.com/black-friday-gift-cards9to5Mac: As part of the American Black Friday sales tradition, Apple typically offers minimal discounts on its own products and third-party accessories via its online and physical retail stores. However, this year will likely be different. According to multiple sources, Apple’s sales event this Friday will be based around gift cards, not discounts on products. If a customer buys a product from Apple on Black Friday, instead of receiving a discount, they will be given an Apple Store gift card. This gift card will likely not be able to be used at the time of purchase, solely at a later date. Sounds stingy.