[breadiu]

How long has this been going on:

If you see Apple hardware or software for less at an authorized Apple reseller, we will match that price up to 10 percent off the current Apple Store regular price (excluding sales tax, shipping, and all other fees, costs and services). So you can rest assured that you’re getting a great deal.

Here’s how it works:


Call the Apple Store at 1-800-MY-APPLE.

Tell the Apple Store Telesales Agent the product name and technical specifications of the model you are interested in purchasing.

Provide the better price excluding sales tax, shipping, and all other fees, costs, and services. Let the agent know the name, location, Internet address (URL), and telephone number of the authorized reseller presenting the better price.

If applicable, send a copy or printout of the better price offer to the fax number or email address you are given by the agent who answers your call. If the details are incomplete, or if we conclude that the better price offer does not qualify or is not serious, authentic, still open, or available, Apple reserves the right to exclude the offer from this program. You must present the competitive offer before placing your order with Apple.

Any purchase from the Apple Store is subject to the Apple Store’s Sales and Refund Policy.

[PurpleGiant]

I read about that on the net a while ago. If Apple are prepared to do this, they might as well just buy out all their resellers now - it is not even remotely fair for resellers to be competing with their wholesaler directly, so that no matter how low they make the price, of course Apple can beat it.

I feel Apple should either choose to kill all the resellers, and directly market its products through AppleStores, or compete on a level playing ground.