Updated from 8:49 a.m. to include news about Apple's holiday deals in the fifth paragraph.
NEW YORK (TheStreet) –– Apple (AAPL) is poised to win Black Friday and perhaps the holiday shopping season as the world's largest company pushes perhaps its strongest product lineup ever featuring the iPhone 6 and iPhone 6 Plus.
Cantor Fitzgerald analyst Brian White notes that Apple's portfolio refresh, which began in September with the new iPhones, coupled with the lack of innovation from Samsung and Google (GOOGL) , should help Apple "shine bright this holiday season." A strengthening economy and weaker gas prices have also bolstered consumer spending, White adds.
With larger screens coupled with innovations such as Apple Pay, consumers have been taking to the new iPhone 6 and iPhone 6 Plus in droves, and White says those two advances will help make this lineup Apple's most popular iPhone lineup ever. "We believe Apple's new iPhone 6 and 6 Plus will prove more popular this holiday season than any iPhone in Apple's history given the distinctive features that include a much larger screen size (i.e., 4.7-inch, 5.5-inch vs. 4-inch on the iPhone 5s), sleeker form factor, enhanced screen resolution (iPhone 6 Plus) and the ability to use Apple Pay," White wrote in a research note.
Black Friday and the holiday shopping season as a whole is expected to be similar in profile when it comes to electronic gifts, with the Consumer Electronics Association forecasting an 2.% increase in electronics spending for the 2014 holiday shopping season. As a whole, the National Retail Federation is forecasting $616.9 billion in total spending, up 4.1% from a year ago. The average person will spend $804.42 on holiday gifts this year with 35% of respondents to an NRF survey hoping they'll receive electronics as gifts.