As with years past, excitement built when Apple’s site announced their participation in Black Friday. For several days, they promoted it by bringing people to a splash page that told them to come see their Black Friday deals either online, or in-store, but not until Black Friday.

No Black Friday site had any Apple ad scans or information, but some, us, went ahead and predicted what Apple would do for their sale. Like the weather, the best information we had was what happened yesterday, or in this case: last Black Friday. In 2009, Apple offered 10% off some items, and free shipping.

In 2010, Apple offered: 10% off some items, and free shipping. Imagine the disappointment for those held out of other Black Friday sales, hoping Apple would finally step up their game and offer something more–perhaps a doorbuster, or even 20% off something. Instead, they were treated to the usual.

As we showed in our Black Friday predictions survey, the iPad was the most coveted item this year. Those who held out thanks to Apple’s marketing would have woke up this morning see $49 off the iPad, but if they would have went to TJ Maxx, they would have received $100 off.

Looking through the other deals at the Apple store, three computers (iMac, MacBook Pro, and the Air), Apple offered 9% off. On the iPods, 8% off the nano and 10% off the touch. The best deals were on accessories like iPad cases–one iPad stand from Griffin was even 47% off

In Apple’s defense, they pride themselves on their quality products, so deep discounting may reduced the perceived value of their products. But I believe a doorbuster or two at each store would actually feed the hype around their products and bring many more Apple fans to the store to buy electronics instead of competing stores.

Maybe Apple will get it right next year.