Apple Black Friday Sale Seeks Recovery From September Swoon
News Analysis: Apple was clearly unsettled when iPhone sales dropped sharply in September as customers waited for the iPhone 5 that never came. Surprise Apple Black Friday discounts may be aimed at recouping that lost September revenue and protecting its market share.In a move that has surprised many, Apple has announced in advance that it will have a sale on its rarely discounted products the day after Thanksgiving in the U.S., otherwise known as Black Friday. Normally, the only time Apple reduces prices on its products is immediately before a new version of the product is about to come out-so that it can clear inventory-and after the new product arrives, as it did with the iPhone's older models. But it's not just Apple that's reducing prices on iPads, iPods and related items. Retailer Microcenter is advertising iPads for a $50 discount in its newspaper ads (but not online). I haven't done an exhaustive search since I don't plan to buy an iPad on Black Friday. (I already have one.) But the discounting by Apple and major retailers is a strong indicator that Apple is concerned enough about keeping its market share intact that it's reducing the price on its most in-demand products, and letting its authorized retailers do the same.
This should be no surprise to Apple customers. When the word got out late this past summer that Apple would be introducing its long-awaited iPhone 5 in early October, sales of the iPhone 4 dropped significantly. In fact, the drop was so great that Apple temporarily dropped its leadership position in market share. Clearly, the company doesn't want this to happen again.