It's actually a pretty clever trick. A lot of folks will view it as a fair compromise, justifying it by reasoning that they'll eventually buy something else from Apple anyway. But the reality is that better Apple deals can be found elsewhere. Target is offering a $100 Target gift card with the purchase of an iPad Air, and at least in Target you can buy life's essentials, which makes the card feel a bit more like cash. Best Buy has bona fide cash discounts on many of Apple's new portable machines, and Amazon has a deal on Apple TV today.
Whatever you buy today (if anything), please remember: stay safe, and if possible, steer clear of the brick-and-mortar hustle.