Apple has brought back a holiday tradition — offering gift cards, not discounts, with certain purchases on Black Friday.
The technology company revamped its mysterious shopping page overnight to reveal $50 gift cards with the purchase of an iPhone, $100 gift cards with iPads, $25 gift cards with Apple Watch Series 1 or Apple TV, and $150 gift cards with the purchase of Macs.
But shoppers hoping to get a steal on the latest line of products — the iPhone 7, Apple Watch Series 2 or the new MacBook Pro — were left to look elsewhere. The gift card deals from Apple only applied to certain older models of its products. Apple last offered Black Friday gift cards in 2014, but sat out discounts in 2015.
While Apple didn't offer any discounts, retailers provided their fair share on Apple products. Best Buy offered $200 off many Macs, a $250 Best Buy gift card with the iPhone 7, and $125 off a 9.7-inch iPad Pro. Target offered the Apple Watch Series 1 for 27 percent off, 20 percent off iPods, 25 percent off Apple TVs, and steep discounts on iPads and Beats headphones.
Apple's competitors also slashed prices on rival products. Amazon discounted its Kindle, Fire TV and Amazon Alexa products, while Alphabet's Google discounted its Pixel phone and Home device.