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Screen Shot 2013-11-25 at 9.21.39 AMWhile some retailers are rushing to offer bargain-basement prices today, Apple is avoiding discounts.

Instead of offering lower prices, Apple, which announced its plans to hold a sale earlier this week, is instead giving buyers Apple Store gift cards with their purchase, ranging from $25 for smaller items to $150 for the purchase of a Mac.

People interested in taking advantage of the deal can either visit a local Apple Retail Store, or buy through the Apple’s online storefront. The cards can’t be directly redeemed on the iTunes Store, but it’s possible to use them to buy iTunes and Mac App Store gift cards.

On past Black Fridays, the company has offered fairly modest discounts on some of its products for one day only. The new plan, which seems vaguely reminiscent of its Back-to-School offering, provides a couple of benefits, both for Apple and its customers. First, the gift cards are a greater incentive for customers to come back and spend more money in the Apple Store, and second, it means that customers are able to get something of a discount on the purchase of an iPhone, something that Apple has not offered in the past.

It’s worth noting, however, that the purchase of a new iPhone is not included in the gift card offer. Moreover, it’s not possible for people to double dip from Apple’s education store. It’s possible to get a gift card, or an education discount, but not both.

If you’re interested in seeing what Apple has on sale, you can find that here.

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