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Apple launches online store for active military and veterans with discounted pricing

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The new re-designed Apple Store in Santa Monica part of the 100 flagship Apple Stores getting a major makeover. The store is now focused on three areas--the Forum, Avenues and Grove, where the Genius support staff and Today at Apple instructors congregate The new re-designed Apple Store in Santa Monica part of the 100 flagship Apple Stores getting a major makeover. The store is now focused on three areas--the Forum, Avenues and Grove, where the Genius support staff and Today at Apple instructors congregate

Apple launched a dedicated online store for military members, veterans and their immediate families on Monday, with the prize being a 10 percent discount on almost all the products available in the place.

The discount covers hardware, software, speakers and accessories, including products from third parties. But there will be some minor exceptions, Apple says, and the price break won't apply to iTunes/Apple Music content.

In a statement, the company said, "At Apple we are deeply grateful to the men and women of our armed forces. We're proud to offer active military and veterans a new dedicated online store with special pricing as an expression of our gratitude for their brave service.'

Active military and veterans have been eligible in the past for purchases made in Apple's store for government employees, though that store only includes select products, and omits some of the biggest-the iPhone and Apple Watch, for instance, are among those not discounted. What's more, the discounts that are available in the government store are more modest, in the 2 percent to 6 percent range.

The new store includes discounts on all of the latest Apple gear, including the recent iPhone XS, XS Max and XR; Apple Watch Series 4 and new iPad Pro. Popular accessories like AirPods are also getting discounted.

With the launch of the new store for military members, if eligible customers seek the 10 percent discount while visiting a physical Apple Store, an employee will help them order from the dedicated online site. If the product is in stock, they can get it from the store.

To prove eligibility, customers on the site will be asked to agree that they are at least 18 years of age and are a current or Veteran member of the U.S. Military, National Guard or Reserve.

Email: ebaig@usatoday.com; Follow USA TODAY Personal Tech Columnist @edbaig on Twitter

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