Apple's reluctance to reduce the price of the iPad Air, currently sold at $499, or to let any retailer drop the price of the model, does not hinder retailers from still selling it at a $20 discount. The first to do is Walmart, which decided to sell the current premier iPad model of Apple at $20 discount. However, this move was followed by other well-known retailers. ZDNet announced that Target, Staples and Best Buy all decided to give Walmart a strong competition by pricing the iPad Air units they are selling at $479 as well.

Target already placed the $479 sticker on their iPad units. On the other hand, Best Buy still has the $499 sticker on their units but will sell at $20 less if customers show proof of the discount, which is just easy to do. Staples is also offering the iPad Air at $479, including online.

The price drop of these major retailers put their profit margins at risk. However, these stores can sure make up the difference by selling cases as well as other accessories along with the units. High-margin protection plans are also offered by these stores. For instance, Target is selling a $119 service plan.

It will be a reasonable move now for Apple to match these prices.  Apple, more than any store can reduce its prices of the iPad units. However, despite reports claiming so, Apple is still not going to match the $20 discount. Apple still does not have plans of offering discounts on other iPad Air configurations beyond the 16GB Wi-Fi base model.

According to Forbes, the new iPad Air is the biggest update by far to the original 9.7-inch model since the breakthrough iPad was brought to life back in 2010. It's remarkably thinner, much lighter and a lot faster. Those thinking of getting an iPad Mini or waiting for the iPad Mini Retina just because it's lighter, can get the Air instead. The Air have lost enough weight but added a punch on all its other features, performance-wise.