So far, the best deal I have found for the high-end iPad Air 128GB Cellular Verizon is Staples. $50 off plus free shipping, or in-store pickup the next day. Few others have it in stock, and if they do they are NOT discounting, some are charging a premium... (eBay, Amazon...)
You will rarely find Apple products ever (other than refurbished products sold by Apple)...discounted much below the normal Apple retail price.
The Apple stores wouldn't survive very long if Apple allowed other retailers (Walmart, Best Buy, Target, etc.) to sell Apple products for less than the Apple Store. The main reason why Apple products are for sale at these other stores is for consumer convenience (for folks that don't live near an Apple Store)...or so folks don't have to make two trips...and additional "points of sale" for Apple to have greater distribution.
And FYI...the discounts for Apple products that are seen at stores like Walmart, Target, Best Buy, etc. That discount is paid for by Apple (not the department store itself).
This is the way it works for just about every other store (store & supplier relationship)...whether it be a department store, grocery store, etc. At least in the United States.
- Nick