It’s December 24th, and there’s no sign of Apple’s annual iTunes 12 Days Of Gifts. We’re calling it: it’s not happening this year. But why not?
In case you haven’t kept up with it in previous years, Apple’s 12 Days Of Gifts App was Apple’s digital advent calendar. Landing the day after Christmas, it handed out free music, TV shows, movies, books and apps over the post-holiday period.
Back on December 10th, we wrote that it was strange that Apple hadn’t released the app yet. In previous years, Apple released the 12 Days of Gifts app by no later than December 9th. In the days leading up to Christmas, the app would simply give a countdown of days until the first freebie dropped.
I think we can conclusively say that if Apple planned on releasing the 12 Days of Gifts app again this year, it would already have dropped. It’s curious, though, that Apple seems to be opting to not release it this year. Why?
One theory is that this is a reaction to the PR debacle Apple experienced earlier this year when they gave away a free U2 album to every iTunes user. But the circumstances there were very different: the 12 Days of Gifts app is an opt-in experience, where as the free U2 album was forced on every single user, regardless of whether they wanted it or not. If Apple held back 12 Days of Gifts this year because of the U2 misstep, that really seems misguided to me.
Either way, it’s not like Apple to be a scrooge around the Holidays, and it seems like a shame that they are seemingly taking this tack this year. What do you think?