OK here is what I think put in simple terms. Its December 10th...

OK here is what I think put in simple terms.

Its December 10th and you go to apple and purchase a product. You pay via tapping phone. In this process, a file/coupon is uploaded to your phone.

NOW here is the interesting part.

Apple chooses what time/date/location that this coupon will appear to the customer


Now following on from the hypothetical example, come a few days before December 25(boxing day) the coupon will be activated and will appear on you phone . it will show deals /coupons that apple are having for the sale.

Hope that helps.