Some years ago I had dealings with a tech distributor who also handled Apple products.
Although I could see wholesale pricing I wasn’t able to actually buy anything, as you had to be an authorised Apple reseller to do so.
What was surprising was how little markup there was on products. The iPod Shuffle wholesale buy price was $1 less than RRP.
I’m guessing the drawcard for stores like Myer et al is although Apple products don’t generate much revenue, they do bring in foot traffic - in theory. That said most people probably don’t think of Myer when buying Apple (or tech in general); instead Apple direct or perhaps JB Hifi.
To be honest I think stores like Myer still do have a place, however their practices aren’t working. Last time I visited Myer to buy something (kitchen appliance) it took me a good 20 minutes to find a staff member to pay for it. That’s not the Myer of old.