Retailers sell Apple just like they sell any other product. They sell on the difference between MSRP and their wholesale cost. The closer they can get the consumer to paying the MSRP, the more profit they make. Some retailers are willing to forego some of the profit to make up for it with (hopefully) more volume. That's the simplest version. There are things like Volume Cash Discount and Rebates to consider but that's more of a rabbit hole.How do these discounts work? Do they buy them from Apple in thousands at a wholesale price, increase the price somewhat and sell them on, still making a profit? If so, what is Apple’s interest in doing it, versus selling directly to the customers at the price they want?
Apple's interest are primarily satisfied when their customers take shipment of the goods. Most of Apple's sales are counted when they ship product to their customers (retailers and carriers). The volume of products sold through their stores and online portal are only approx. a third of their total. The split is ~70/30 Retail & Carriers/Apple Stores & Online.
Of course they'd prefer customers to buy in-store and online, but they realize their 3rd party network of resellers has far greater reach.
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