I've never seen Apple price match but if you go to a physical store anything is possible in dealing with FTF transactions. Anyone elligible to renew a two year contract can get the deals from Apple. Some retailers like Best Buy, Amazon, etc. limit some deals to new customers only and not upgrades/renewals.
They don't price match, so you're not going to see similar offers at the Apple Store. They're reasoning is if you want the discount, you just go to Best Buy or Radioshack. Apple gets what they get out of the sale anyway.