Why is Apple’s Military Veteran discount not always a full 10%

On Feb 3, 2025, the Apple (regular USA consumer) website shows an iPhone 16 with 128 GB memory is selling today for $799. An iPhone 16 Pro with the least available memory capacity sells for $999.

Next, when I log in successfully as a Military Veteran, the screen announces a 10% discount will be applied to Apple products.

And, indeed, the iPhone 16 Pro now sells to Veterans for $899 (a $100 savings of exactly 10%) but the regular iPhone 16 sells for $746 with Military Veteran discount (and not $729 as I calculated it should sell for with a calculated 10% discount.)

I have seen other pricing disparities on Apple’s Military Veteran web pages in the past. These price differences are never in the favor of the customer.

We all probably have theories, but what is the actual explanation?

By the way, I note there is no clear cut way to dispute the posted prices or to conduct live chats as I am perusing the inventory. Well, maybe there is a way that’s not readily apparent to an occasional visitor to Apple’s online store like me.