Apple are about to step up the game in attracting potential shoppers cash in the run up to Christmas as they have now told retail store staff that they now have the authority to match the prices of rival retailers.

Apple stores have also cancelled all regular Black Friday events and posted holiday purchasing tips on Apple’s retail web page. This move can be seen as an attempt to draw the festive season customers as Apple traditionally never discount their products except on Black Friday.

Of course this price matching does come with the need for the customer to provide proof of a competitors pricing before any Apple price match, and it is unclear whether Apple will publicly announce their price matching through the Apple web site or advertising.

Source — ifoapplestore