Apple apparently registered the strongest Friday sales in its entire history on Black Friday (Nov. 27), says Global Equities' Trip Chowdhry. He attributes this to the company's "strategic shift in selling."
Chowdhry says that, in a short time, Apple has quadrupled its expert salesforce. These Apple experts are now available at many more locations, who have the same expertise that one would find at the Apple Store.
“This year, Apple decided not to provide any Holiday promotions on its own Apple Stores; but let the various retailers create their own promotions and sales, Chowdhry told clients in a note. “Apple would match any Apple product price, up to 10% of the competing price, at its Apple Stores.”
As for specific products, he writes that the iPhone and Apple Watch were the most popular overall, with deals spurring sales. Chowdhry added that the iPad Air 2 is the hottest gift item for kids eight years and older, and the iPad mini for kids younger than eight years.