I'm embarrassed for all the Apple Store retail employees who have to tell their customers that Apple was too cheap to have a Black Friday sale this year.
Shaking. My. Head.
I'm pretty much stuck in the Apple ecosystem for my own purposes, but I'm at that point now where I'll actively discourage anyone I know from buying into Apple hardware if they aren't already hopelessly bought into iOS and OS X. I really wish Microsoft hadn't designed Windows 10 to leak data like a sieve for a certain three letter agency, because it makes the platform far less secure in general and that makes recommending alternatives a lot harder.
Why should they? I can walk into my local Apple store at 10AM on some random weekday and it looks like many stores on Black Friday. It's enough of a zoo on a regular basis that they don't need to do it to generate traffic/buzz.
I'll be grabbing a new Mac via the Apple store and will price match a Black Friday deal with the credit card later.