For the poster inquiring about MacBooks, I saw you didn't get a decent answer so I will try as best as I can. Retailers cannot advertise a price different than what Apple tells them, so the price is typically fixed. However, most retailers will sweeten the deals by offering carrying cases, bags, iTunes/iBooks/other app $ cards, or other accessories. So don't spect a price drop. As a side note they just did a refresh to the entire MacBook air/ pro lineup and are releasing a new MacBook soon, so the prices will not be fluctuating anytime soon. In the past the ad was very basic for anything apple, but after bf many retailers will do a bundle to push macs for Xmas. The typical bundle will save you ( because of accessories) anywhere between 25-250 bucks. But as always ymmv. Hope that helps.