Apple Japan "First Sale" Slated, No Mention Of "Lucky Bags" Once Again

Is Apple simply keeping its mouth shut for a surprise?

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Apple Japan may be ditching a decade-old tradition for good.

Stores in Japan, including Apple Stores, have been selling “Fukubukuro” — loosely translated to “Lucky Bags” — that contained random, secret Apple products for a set discounted price at the new year’s start. For 2015, each bag cost ¥35,000 JPY (approximately $330 USD) and contained Mophie Juice Packs, Apple TVs, iPod Touches, laptop cases and more accessories. While the general recipient of these lucky bags usually score more than the ¥35,000 JPY retail price, the big winners are the ones that randomly receive huge items such as iPads, Beats by Dre headphones and even MacBook Airs. The tradition was extremely popular to Apple fans, drawing queues that wrapped around the block. For 2016, the bags were mysteriously missing from shelves.

For this holiday season, it seems Apple is forgoing the tradition once again, but are simply holding a “first sale” on its 2017 opening day. The official Japanese website page (see pic above) captions with the following:

“I Can’t Wait for the New Year.” Apple’s First Sale happens January 2. Both online and in retail stores. Why don’t you prepare to start a spectacular new year?

No mention of the “Fukubukuro” is found, however the disclaimer for “Lucky Bags” is still found under the website’s legal policy.

Is Apple keeping things under wraps this year, or will they be ditching one of the company’s most beloved traditions forever? Stay tuned for more information.

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