I think it is crazy to pay full retail for the Ipad. I just do not see how they justify $600 for a 32 gb Ipad Air. I have always purchased on Black Friday to get the cost down as much as possible. Bought the Ipad Air 32gb this year on Black Friday and saved about $135 (net), making the cost around $465 which I think is what Apple should be charging in the first place.