Best Buy whacks iPhone price by $10; gets rid of $30 setup fee also

Best Buy, Inc. (NYSE: BBY) is slicing $10 off the price of the 8GB Apple, Inc. (NASDAQ: AAPL) iPhone 3G, cutting its price to $189.99 through January 3rd. In addition, the 16GB version of the iPhone will drop to $289.99 as well. Wow! A measly $10 off a new iPhone! Stop the presses!

Best Buy's Scott Moore indicated that "we thought this would be a way to help customers right now." What a generous gift, yes? Truth be told, it's Apple who dictates to its retailer partners the prices they can sell Apple goods. This is why you'll see almost the exact same price for any Apple product no matter where you purchase it.

But, if Best Buy thinks whacking $10 off the price of an already-overpriced piece of hardware is doing customers a favor, something's in the food in Richfield. And, a $30 "setup fee" for the iPhone? What kind of nonsense is that? At least this fee is being waived along with this huge price reduction. Since Best Buy gives a free "walking out working" setup to all the other cellphones it sells, why on earth is there a $30 fee to setup the iPhone -- which is heralded as one of the easiest phones to setup anyway?

It's no secret that Best Buy has been hurt by the holiday season retail sales slowdown -- it has said as much -- but I'm not sure this is any way to help that situation. That is, unless customers are expected to line up to save the cost of a single movie ticket to a device that locks them into more than $1,600 in calling and data plan contract fees over a 24-month period. What a mark that $10 will have, yes? If Apple and Best Buy really want to "help out" more customers, it sure needs to be more than a measly $10 pittance.