I just returned from the Apple store after being told they do price match up to 10%, they WOULD honor that policy today, AND would include the iTunes gift card today.
However, upon arrival at the store, I was told none of that is true. After explaining that I was just called and was told they would do it, the manager made an exception and price matched Best Buy on an iPad Mini 3, but he wouldn't give the me the iTunes card. So I basically wasted a trip across town, because I could have just bought one at Best Buy for the same price.
I called Apple again to clarify their policy and was told a 3rd story; they only do 10% on Macs. For iPhones and iPads the policy is up to 5%.