The 16-gigabyte iPad Air's listed price is $499, but there's no reason you should pay more than $479 for it.
That's because Wal-Mart is selling the entry model of the iPad Air at a $20 discount, and that has prompted others to match Wal-Mart's price.
Target and Staples have matched the discount, listing the device at $479 on their online stores.
Meanwhile, Apple (AAPL) and Best Buy said they will sell the 16-GB iPad Air for $479, but users must first request that they price-match other retailers. According to 9to5Mac, customers will have to show proof of the $479 price.
Wal-Mart's Web page for the device or its tweet below should suffice as proof.
The new iPadAir went on sale at Walmart for $479 on Friday.
Only the 16-GB Wi-Fi model of the iPad Air appears to be getting a discount.
Since becoming an official Apple product retailer a few years ago, Wal-Mart has regularly sold new iPhones and other Apple gadgets at cheaper prices than other retailers.
Wal-Mart has previously said that it charges less hoping that larger sales will make up lost profit. But this time, Wal-Mart's rivals are matching the discounts.