Vratislav Holub Although there is no official Apple Store in the Czech Republic, we do have the Apple Store Online e-shop and a number of proven authorized sellers. In the end, it is up to each customer where to buy their dream apple. The price policy itself is also closely related to this. At more or less all mentioned authorized sellers, the prices are set to a hair the same as directly at Apple. So whether you decide to go the official or "authorized" route, you are more or less sure that it will all work out for you.
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Discounts on Apple products
As we mentioned above, it doesn't really matter where you get your apple from. As long as it is an official Apple e-shop or an authorized seller, you are sure to receive a brand new device with a warranty. Even so, however, we would only find a difference - an extremely important difference. We are talking about discounts. While from time to time we can come across interesting promotions and discounted offers at authorized retailers, thanks to which we can easily get the desired apple with a great discount or bonus, we will not find anything like that at the Apple Store Online, practically never and never. Officially, only students and teachers within the education program have a discount available.
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However, in order not to offend Apple, it is necessary to mention that we can find one event with it. On the occasion of the Black Friday holiday, it offers a slightly more favorable offer. Specifically, when purchasing one of the selected products, you will receive a gift card in return, which can then be used for any further purchases. Unfortunately, it is nothing world-shattering. Especially when we take into account the fact that other sellers also use this holiday, they just offer real discounts or other bonuses, which significantly outpaces the possibilities of the official route.
Does the Apple Store Online even make sense?
This is precisely why the question arises whether the Apple Store Online still makes sense at all. Paradoxically, he cannot compete with authorized dealers, despite the fact that he is the one who usually has to approve all their actions. On the other hand, the Cupertino giant keeps a kind of serious face and subsequently presents itself in this spirit. Compared to, for example, Alza or Mobil Emergency, it is a few steps behind, precisely because of the mentioned discounts. While the sellers present new and new promotions, Apple will not offer you anything like that in the official way - and if it does, it's not even worth it.
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Adam Kos 
In your thoughts, you completely forgot to mention the added value that Apple offers in the e-shop, which is the engraving. I haven't seen that on alga or anywhere else. Furthermore, complaints from Alza and Apple cannot be compared either.
Apparently only the Apple Store and no one else is supposed to offer engraving.
I don't know how it is now, but when it was launched, Mac Studio was also difficult to configure only on the Apple Store.
Well sure, delete the discussion here and you have peace of mind. 😝