You'd probably be able to find it for less than Apple's price if you were to look for it at retail; whenever a manufacturer offers something online, directly, they typically sell it at full suggested retail price to avoid causing unfair competition with anyone who would carry it at retail, because otherwise no one has an incentive to sell something for that manufacturer. When Apple sells it to a reseller, they'd be selling it at far less than 399 pounds (or whatever the SRP is) so that the reseller could make a bit of money on the thing. Thus, a markdown of 40 or 50 pounds may not be unreasonable. You can bet that the seller won't be losing any money...they'll probably still be making a nice little profit.
― Sean Carruthers (SeanC), Wednesday, 12 February 2003 18:23 (twenty-three years ago)