UK Apple stores, price matching.

[H1JJY]

Yesterday I visited my local Apple store to buy a new MBA (love it BTW), I've seen that in the UK other stores have some models of Macs cheaper then Apple. However we where going to use a education discount which will be around the same price.

However even before I had decided on a Air or a Pro or said that we wanted to use a education discount, the Apple employee said that they will price match any online or in store price and whilst I'm looking at the machines I should check some online prices.
Now I've shopped at Apple store for years and never knew they priced matched, is this new or something they always done?

 

[Falhófnir]

I'm pretty sure that they have always done it, but you have to ask, it's not widely promoted as a policy like e.g. John Lewis do.

 

[0128672]

I believe there’s a limit of up to 10% based on what a store manager told me a few years back.

 

[x-man]

Jhon Lewis has the iPhone £100 cheaper but the Apple employee said on Sunday that they don’t price match…

I also just now had a chat with the Apple online store advisor on the same iPhone pro and she said there is no price match policy...