Apple Teasing 4-Day Shopping Event The tech giant published a teaser on its site for its upcoming Black Friday and Cyber Monday sales. So far, the retailer has posted a holiday gift guide with new products that will be available in stores starting Black Friday. Apple's Shopping Event takes place between Nov. 23 and Nov. 26. Apple typically doesn't offer any spectacular discounts during the holiday season. Consumers are usually rewarded with gift cards of different values when purchasing gear from the store.