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Because Best Buy price matches/competes with other retailers for Sales. Apple has already sold these to the retailers so they have no reason to lower their online and in-store FULL RETAIL pricing that people for some reason still pay. I do understand the convenience and comfort of buying directly from the manufacturer. But for those who want to save quite a bit just buy from Big Box stores like Best Buy. You can save even more if you sign up for student deals and wait for quite frequent sales.
Sorry, there was a problem. Please try again later.Best Buy periodically runs sales on select Apple products as part of their Apple Shopping Event, from time-to-time. It's the same products you would get from Apple unless you are customizing them (i.e. adding 16GB of RAM to the Air isn't possible thru Best Buy) or engraving them. Current Apple Deals: https://www.bestbuy.com/site/apple/apple-shopping-event/pcmcat748301171883.c?id=pcmcat748301171883
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