Apple Inc.'s customers were able to get $101-off on MacBook Pro, MacBook Air and iMacs, $41-off on the first-generation iPad, $21-off on the iPod touch and $11-off on the iPod nano for Friday. This is unchanged from the deals announced last year.

Apple Monday started notifying its customers in the United States, United Kingdom, Australia and Italy that it would hold its annual one-day shopping event Friday, a day after Thanksgiving, at its retail stores and on online store.

Typically, this event ushers in one-day only discounts for iPads, iPods and Macs that help catalyze sales into calendar year-end, says Barclays Capital.

According to analyst Ben Reitzes of Barclays Capital, Apple's Black Friday specials were not too aggressive last year. And Reitzes' prediction of slightly better deals from Apple and third party resellers for this year has turned into a disappointment.

Other small discounts were available for accessories such as keyboards, trackpads, time capsule, wireless base stations and mice.

Despite the disappointment in offers, 44 percent of kids in the age group of 6 to 12 are willing to have an iPad in the coming months, according to the annual holiday gift survey conducted by Nielsen.