Apple does it as an annual event, not a one-time deal and they do it to get rid of old inventory to make room for new products. Also, they do it as a marketing reason, not to compete with or stop people from buying a competitors device, they already have market share. Amazon is doing as last ditch effort to grow their numbers and keep people using the Kindle. You really can't compare the two initiatives.
2/12/10 at 7:01pm