Google led in terms of promotional value to the consumer in postpaid in the weeks leading up to Black Friday but fell slightly behind Apple in terms of promotional power during Black Friday itself, according to Counterpoint Research.
Samsung trailed in postpaid in terms of promotional value to the consumer simply due to more devices requiring trade-in and not meeting as strong of total discounts as Google and Apple, notes the research group.
Apple made a final push to match Google’s high ad spend ahead of Black Friday. The tech giant debuted aggressive promotions on the iPhone 17 series at T-Mobile and Verizon. T-Mobile featured a promotion for switchers offering four free iPhone 17’s on the Essentials plan, no trade-in required.
Samsung promotions remained strong in a generally aggressive promotional US postpaid space. However, more offers required trade-ins or more aggressive plan stipulations, notes Counterpoint.
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