According to a recent report from 9To5Mac Apple Stores in the United States have begun price matching on products like the iPhone 5c and iPad Air.
This means as right now Walmart, for example, offers the 16GB iPad Air for $479 (a $20 discount) you could show an Apple Store the offer and they would match it. MacRumors has stated, however, that they have heard “conflicting reports of Apple Stores price matching discounts over Black Friday, but following the major shopping holiday, it appears retail employees may have been given more flexibility when it comes to price matching options.”
Apparently right now Apple’s price matching policies vary from store to store, with some stores opting out completely.
This will all change soon though as reportedly Apple now has an official policy on price matching. This allows specialists to price match iPhones, iPads, and Macs, giving up to 10 percent off on products without authorization. Specialists are also allowed to give business customers up to 20% off a non-Apple accessory when purchased with an Apple product via special order.
So you can expect all Apple Stores to price match by the new year.