At the Apple Store

Black Friday at the Apple Store: the employees wear red.

Attracted by Black Friday specials, shoppers crowded the stores today.

Apple marched to its own beat.

Though Apple is not promoting Black Friday savings this year, other retailers are advertising their Apple products to lure in shoppers — and boosting Apple's brand in the process.

The main fears about Apple---whether its new iPhones would be well received and whether China's economic slowdown would dampen growth--have been allayed, at least for this year.

Booming iPhone sales have propelled the company to a string of strong results while withstanding a slowdown in the global smartphone market. Apple followed up its first large-screen iPhones with a pair of new releases in late September.

The iPhone continues to do well in China, where it has become a premium brand akin to Prada bags or Rolex watches. As more Chinese consumers enter the middle class with greater disposable income, they are embracing the iPhone.

The term "Black Friday" originated, according to one legend, when merchants reported that the first day of Christmas shopping turned the year profitable, i.e., from "in the red" to "in the black."

Apple, which reported $11.1 billion in net income from the September quarter, doesn't need more Black Friday business at the cost of lower margins. Managing the crowds, employees' overtime, and special pricing are significant expenses with uncertain benefits---perhaps the world's largest company is again starting a trend.