When Best Buy, Inc. (NYSE: BBY) starts discounting the normally un-discountable Apple, Inc. (NASDAQ: AAPL) MacBook laptop computer, we know it's a tough selling season. That's just what the largest consumer electronics retailer has done, though, as the cheapest MacBook being sold right now comes in at under $900. Until now, that's an unheard of price from any retailer.

Apple's grip on the MAP (minimum advertised price) for all retailers is strong. It's not known for heavy discounts -- or any discounts at all, actually. Apple's pricing arrogance, though, is part of what makes it so desirable. Talk to any salesperson who sells premium-priced products for a lecture on this if you'd like. Even so, Apple has had to cool its jets just this week on pricing at its own retail stores.

Then again, this is no normal retail landscape. Holiday retail sales are expected to be very bad and sales will be necessary to keep inventory turns up and product flowing. Sometimes they have to be made at any cost. The older Apple MacBook, which is still being sold even though newer models were just announced and released in October, is now being sold for $899. That's a full $100 under Apple's suggested list price. While it doesn't sound like a big discount, it is for an Apple system.

You'll notice that usually you don't see iPods or iPhones being discounted more than a dollar or two off Apple's list price. There's a reason for that, but it makes this $100 cut even more interesting. And some of the more pricier MacBooks being sold at Best Buy saw $100 and even $150 price cuts as well. Even Apple can't maintain its pricing smugness in this economy and keep sell-through where it needs it to be. Yes, there are market and purchasing conditions that can even pinch Apple, folks.