Why should Black Friday be limited to just one day? In 2018, Apple is holding a four-day shopping event from Nov. 23 to Nov. 26. Typically, it holds a one-day sale at retail locations, online, and through the Apple Store App, and the discounts aren't that generous. In the past, Apple has done things like make the 10 percent student discount available to all shoppers, and offer gift cards, like a $150 credit for a Mac purchase. Apple could go in an entirely new direction for 2018.