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sure they can. apple has this sort of deal with all apple retailers. same with lacie and shure.
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I don't know about Lacie, but as I understand it the reason all Apple retailers sell their computers at full retail is because there's no margin in them, not because of any policy...and I've seen Shure microphones tagged below MAP in Guitar Center locations on several occasions, although never advertised that low in their flyers.
-Duardo