Doing a quick check of David Jones mid season sale yielded some interesting results on Macbook Air.
http://shop.davidjones.com.au/djs/en/SearchDisplay?storeId=1…
I'm guessing it could be clearance stock or a placeholder for the new models?
If anyone could get this price in store it would be unbelievable. Even better pricing than my All Time Biggest OzBargain No Purchase Regret
Shows how much Apple hardware is overpriced. I reckon these would be the cost prices.
David Jones would have no way of knowing Apple's cost prices, and it definitely isn't the wholesale prices. Retailers will by most Apple gear at about 90% of the retail price.