Apple Reveals Its Black Friday Sale Plans for 2025

Apple's Black Friday 2025 promotion runs Nov. 28 through Cyber Monday and offers gift cards of $25–$250 on eligible Apple Store purchases, though the offer notably excludes the newest iPhone 17 models and iPhone Air (only iPhone 16 and 16e qualify); Apple is also cutting its Apple TV streaming price to $5.99/month for six months. Retailers such as Amazon, Best Buy and Walmart are already offering deeper markdowns on many Apple products (e.g., AirPods Pro 3 at record lows, discounts on the 11th‑gen iPad), while iPhone 17 deals are mainly available through carriers with service commitments. The program signals Apple’s continued preference for gift‑card incentives and limited direct discounting on flagship hardware, with much of volume-driven price competition occurring through retail and carrier channels.

Analysis

Apple has announced its 2025 Black Friday window will run from Friday, November 28 through Cyber Monday and will offer Apple Store gift cards ranging from $25 to $250 on eligible purchases; the promotion notably excludes iPhone 17 models and the new iPhone Air, while iPhone 16 and 16e remain eligible. The company separately cut its Apple TV streaming price to $5.99/month for six months, signaling selective service promotions alongside hardware incentives.

Major retailers are already offering deeper instant discounts across Apple categories: Amazon and Best Buy have markdowns (AirPods Pro 3 at their lowest post‑launch price, discounts on the 11th‑gen iPad), and Walmart’s official Black Friday begins Nov. 25 where broader Apple product spreads are expected. Unlocked iPhones remain primarily an Apple Store product, while iPhone 17 deals are largely available through carriers and tied to plans, creating a channel split in promotional intensity.

The gift‑card approach preserves Apple’s sticker prices and helps protect ASPs and margins while still providing a demand stimulus; meaningful price competition and inventory-driven volume will likely occur through retailers and carriers rather than Apple direct. Sentiment is mildly positive with limited market impact, but exclusion of latest models could shift upgrade timing and channel mix risk heading into year‑end.

Key Decisions for Investors

• For AAPL, expect a modest, short‑term volume lift without material ASP erosion due to the gift‑card structure; consider holding or adding on pullbacks into the holiday week
• Tactically consider overweight exposure to AMZN, BBY and WMT for a short‑term consumer electronics play given deeper retailer markdowns (monitor AirPods Pro 3 and 11th‑gen iPad price moves)
• Monitor carrier iPhone 17 plan‑tied promotions and Walmart’s Nov. 25 rollout as potential catalysts for channel share shifts; hedge or trim exposure if carrier deals materially accelerate activations at the expense of Apple Store unit sales