No, it just means they'd rather keep the extra 13-11%.
This.
Eff 'em. I got all of Steve Jobs' "Come down Friday for our one day-only business-as-usual event!" Emails, and I sent them straight to the trash. I get better deals through my employer, and they're not even affilliated with (or a retail channel for) Apple. 8% is a dismal joke, especially considering their market cap and record profitability during a major recession.
You want real savings on Apple products, buy from Amazon.