Purchase Online vs. In Store

I am considering purchasing the new iMac, and live very close to a retail Apple store. Any advice as to advantages and disadvantages of purchasing online vs. at the retail store? Cost? Customization? Support differences? Any insight is appreciated. Thanks.

One major advantage to purchasing online is that you can forgo the sales tax of your state, which can be pretty hefty depending on the model you purchase. However, one distinct advantage to purchasing at an Apple Store is that you have a local "advocate" in case you have problems with your computer. Yes, any authorized dealer will help you deal with warranty issues (including the Apple Store); however, if you get a lemon, the Apple Store will probably give you a new one and they might be more inclined to help in general. The Apple Store will also take returns (minus a 10% restocking fee). Most mail order places won't take returns on Apple products.
So, the bottom line is that it might be cheaper to go with an online retailer, you might get better customer service by going with the Apple Store.

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