Therefore, MAP is incorporated through marketing subsidies offered by a manufacturer to its retailers (Riley, n.d.). An article on Macworld states that Apple maintains the popularity of its high-priced products by only offering retailers like Wal-Mart or Best Buy a marginal wholesale discount. This small percentage savings does not provide a significant profit margin for retailers to offer large discounts on Apple products, which results in customers paying a price close to the manufacturer's suggested retail price (or MSRP) (Apple Inc Objectives and Strategies , 2015). On the other hand, a retailer might give up this small profit margin and offer discounted products to attract more customers. Apple prevents this by offering monetary incentives to retailers to sell goods at the MAPs set by the company (Riley,