At launch, the sky's the limit. Remember the scalpers who were clogging up stores and snappping up all the new phones? Then selling them for double, sometimes offshore? Apple wants that money for itself. (Frankly, I don't blame them)
After a month or two - once the silly money's been mopped up - Apple will give other retailers permission to start running discounts and deals. The smart money will wait until then.
This^^^^^
It's basically a list price that will most likely be discounted by US$200 by Black Friday assuming supply has caught up with demand. If not, then you'll probably have to wait until Presidents' Day sales in February in the U.S.