In what might be an unprecedented move by Apple Inc. (AAPL), the company apparently has agreed to permit Wal-Mart Stores Inc. (WMT) to sell the iPhone 5C and iPhone 5S at discount prices. The 5C, which carries a list price of $99, will sell for $79, and the 5S will sell for $189, compared with the list price of $199.
Apple surely will receive its full selling price from Walmart, so revenues will not be affected, but the optics are unusual to say the least. Discounting a new product just two days after it has been introduced is new ground for Apple, at least in our memory. Why would the company do this?