Apple's margin doesn't go down because the retail sellers are competing on price. It's not like Apple is issuing manufacturer coupons. Show me where Apple dropped it's retail prices. Also, keep in mind that stores like Walmart have a much better selection of accessories like iPad cases (where I got mine) then the Apple store.
Wallmart sold zillions of iPODS and phones, etc. in the past. Why is this bad? Why is it bad to have more outlets? The feeling of cheapness does not come from the retail source in this particular case (becasue you know you are getting quality) not seconds, it comes from the boredom of being same. There are way more droids. Only one Apple OS. And, why not at Walmart? Not every towen, and village, etc. have Apple stores. So, why not give people a chance to experience a product in person, instead of mail order? What other means of showcasing would you propose, besides the popular and well placed Walmart?
Check the news - Apple is already DISCOUNTING the price of the iphone5. $127.00 - iphone 5 is yours at Walmart. Less than 4 months iphone 5 release and it is being discounted. Profit margin collapse folks.