The announced one-day Black Friday “shopping event” by Apple, which had stoked consumer excitement, offered consumers discounts on Mac computers, iPods and accessories at levels similar to years past, in spite of speculation about deeper price cuts.

Apple is one company that does not cut prices very often, even though its products are generally more expensive than those of competitors. However, with consumer spending a huge question mark this holiday season, many retailers desperate to lure shoppers are offering steep discounts.

The company cut prices by roughly 5 to 10 percent on certain items. A 13-inch MacBook was being offered for $1,200, a discount of $100, while an iPod touch was being sold for $378, a discount of $21. However, the iPhone, which has been hugely popular since its launch last summer, was not on sale. UBS analyst Maynard Um said in a research note that Apple’s discounts could have some limited impact.

Since many people knew about the sale in advance, most of the Apple retail stores had people lined up ahead of the 8 a.m. opening time.

Stephen Baker, a vice president with research group NPD, said consumer electronics stores in general were busy on Black Friday, and he expects the sector to hold up better than others during the holiday season. Baker said Apple will outperform its rivals, even in tough economic times, as the company knows it does not have to slash prices to bring in business.

Baker said: “They feel like their brand and their products maintain their value better than others, and they don’t have to resort to wholesale price cutting.”