Some US Apple Stores have quietly begun price matching for the iPad Air and iPhone 5c, sources say. The option arrived earlier this week, although not all stores and regions are participating. Even when a store is willing to match a competitor, the ceiling
is a 10 percent discount off Apple's usual sticker price. A 16GB Wi-Fi iPad, for instance, would drop to $449, and a 16GB 5c would dip to $89.
While the iPad Air matching is competitive, some 5c vendors have halved costs, or even made the phone free with a two-year contract. The Air is believed to be far more popular than the 5c, since the latter is essentially a repackaged iPhone 5 instead of updated hardware like the Air or the iPhone 5s.