Apple announces seasonal price cuts

Apple has announced plans to cut prices on selected hardware by as much as 15 percent this holiday season.

Apple resellers are already advertising price cuts of up to US$100 on MacBooks. Such reductions are not usually allowed by the company.

In addition, Apple Store managers have reportedly been told to match the discounts being offered on so-called Black Friday, the day after Thanksgiving.

According to the IFO Apple Store blog, which follows Apple's retail operations, stores will match any discount offered by a reseller if the buyer brings in a copy of an advert from a third party at the lower price.

The offer will be for selected laptop models only, however, and will not apply to iPods and iPhones.

Apple has never offered discounted goods on Black Friday, but falling consumer spending appears to have prompted an extra effort, including setting up new schemes like an iPhone 3G gift card.

Analysts are predicting that the move will not hurt Apple's high profit margins too badly, since falling component costs would cover any revenue shortfall.

Black Friday is traditionally seen as the first shopping day for Christmas gifts, and some stores open as early as 3am to offer steep price reductions to shoppers.