The Apple logo Is Pictured Inside The Newly Opened Omotesando Apple Store
The Apple logo is pictured inside the newly opened Omotesando Apple store at a shopping district in Tokyo in this file photo taken June 26, 2014. Reuters/YUYA SHINO

The promotion began in 2008 around this time of year as some sort of Christmas promotion and has been dubbed as "12 Days of Gifts" in the United States. On the other hand, the promotion is called "12 Days of Christmas" in Europe and in Canada. The items would normally include apps, digital albums, movies and even television shows that are made available within the 12-day promo period.

According to Apple Insider, the "12 Days of Gifts" app was made available on iOS App Store in the past years. The promotion normally would start after Christmas making the items available usually on Dec. 26 or the Boxing Day event. Each day new gifts are revealed and made available to interested fans and consumers. The first "gift" would begin with the smaller items followed by the bigger products as the 12 days progress and would end in Jan. 6 with the largest gift.

Looking back, tracks from Justin Timberlake and Lorde were part of the gifts in the "12 Days" promo in 2013. Even the Oscar best film "Hugo," Lonely Planet's "Best in Travel 2104" eBook and a long list of iOS apps were also offered. Last year's culminating gift was Rolling Stone's mini album "Sweet Summer Sun-Hyde Park Live".

Many speculations were given on the reason why the tech giant opted to cancel the yearly promotion. According to MacWorld, the latest addition of Angela Ahrendts, Apple's new retail head, might be a major factor in the big change. Reports say that she is the mind behind the decision to stop the promotion or to quit any discounts given during Black Friday and other events on Apple products like Macs, iPads and iPhones.

Some say that the presence of so many free apps available for download on the App store has also contributed in the decision to stop the "12 Days of Gifts". Apple has also faced tons of criticism when the company gave away the latest U2 album. The tech giant might have gotten the hint that using music as gift is not something that consumers appreciate.

Finally, the "12 Days of Gifts" app is currently not available in the U.S., Europe or Canada. As of today the tech titan has not commented on the issue or on whether the company still has plans of continuing the yearly tradition.

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