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With the possible exception of the free-shipping and free ipod engraving, there is rarely a reason to buy from apple.com. Oh yeah, except for the student discount if appropriate. But who cares; Apple isn't competing with Amazon for online business.

As far as brick and morter (or glass and steel) retailing, it's hilarious that Apple and CostCo are used in the same sentence. Can you think of 2 more opposite approaches to retail? But they both work, so it's all good.

Well, if you're planning on customizing your purchase, you might as well buy from the on-line store.

If you're planning on buying off-the-shelf, you'd be better off buying on-line from Amazon. Discounts on the price and no sales tax.

But bear in mind this survey was done before the MS store opened! Once those numbers come in, we're going to see....well....probably not much difference.

Welcome to costco, I love you ;)

For some reason, NY state legislators were able to persuade (strongarm? blackmail?) Amazon into withholding sales tax for orders shipping to the state, so no, for me, I don't order from Amazon anymore. MacMall is the online shop for me if I want a brand new Mac with the lowest price, free shipping, no tax and some cheap freebies.

However, my last 6 Macs were ordered online from Apple, as they were all refurbished, and Apple's selection (and pricing) of refurbished Macs is by far the best out there (very few other outlets even have Mac refubs to begin with).

So yes, the only reason to buy from Apple online is customisation and refurbs.

I only order from the Apple store if I can get the student discount or I am buying refurbished. Otherwise Amazon, Newegg or Smalldog are all better choices.