Dive Summary:

• Apple has decided not to open an expanded number of Apple retail locations this Thanksgiving, IFO Apple Store reports.
• The company was initially set to open at least ten specifically-located stores throughout the U.S. but backed off that stance this week at the behest of Apple CEO Tim Cook.
• Apple has yet to publicly announce whether or not it will follow many other major U.S. retailers in their bid to extend Black Friday sales into the Thanksgiving holiday.

Dive Insight:

According to sources with IFO Apple Store, Apple marketing executives have been pushing for the brand to open stores on Thanksgiving for several years, fearing that the company was missing out on substantial sales revenue. It appears that this year Apple was set to do just that – but Apple CEO Tim Cook objected to the proposal. Apple has yet to formally announce any extension on Black Friday sales during the upcoming holiday season.