Makes sense that Apple offer lower margins for retailers as it is the stronger brand. Supply and demand. "Oh we wont sell Apple... yeah right!".

But then of course if you can push a customer one way or the other it will be to the higher margin product.

Part of Apple’s high margins is being able to bully retail into taking lower margins. And they sell direct, too.

Yeah they essentially told us that any resellers had to pay retail for Apple products.