Apple today launched its annual Black Friday sale and for the first time offered gift cards with the purchase of an iPhone.

The sale — Apple’s only everyone-is-eligible one of the year — provides iTunes gift cards of $50 with the purchase of any new iPhone 6 Plus, iPhone 6 or iPhone 5S, or with the purchase of an unlocked iPhone 5C.

People who buy a MacBook Air, MacBook Pro or iMac receive a $100 iTunes gift card, while all iPads — including the newest iPad Air 2 and iPad Mini 3 — come with a $50 gift card.

Apple also threw in $25 gift cards with the purchase of an iPod Touch or Nano, Apple TV, or Beats headphones or speakers.

The gift cards represent 10% of the list price of a 16GB iPad Air 2, 11% of the lowest-priced MacBook Air, and 20% of the cost of a first-generation Wi-Fi iPad Mini. The “discounts” are less than Apple — known as a Black Friday skinflint — has handed out in the past. In 2013, the $150 gift card included with an entry-level 11-in. MacBook Air and the $75 card that came with an iPad Air represented 15% of each product’s then-list price.

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