That being said- you are not going to find any fantastic deals on Apple products- The best you can do is either an education discount or one of the online resellers who gives away free printers, memory, and sometimes a $100 off. If you do find a great deal it is likely not legit. Many of a MacRumors member has been duped by "great deals on Apple stuff" web sites and offers.
The benefit of directly buying from Apple is that you reward a company you like. If you don't buy directly from apple then MacConnection.com is a great online retailer and they are local for me- I know the CEO- she is a fantastic philanthropist in our community. They often have a small discount and free printer and other deals.