Just in time for the holidays, Apple has opened a new online store for currently serving military members and veterans, offering a 10 percent discount on certain products.

It’s the latest in a growing number of discounts offered by a variety of companies, to include wireless carriers AT&T, Sprint, Verizon and T-Mobile, who announced their revised military discount programs earlier this year.

The Apple discount is restricted to active duty, Guard and Reserve members and veterans, as well as their immediate family members who live in the same household.

Here’s one example, if you’re considering biting: At this writing, the iPhone XR was listed at $749 on the main Apple website. In the veterans' store, it was listed at $674.

The discount program is located here.

Or go to Apple.com and scroll to the bottom to click on “Shop for Veterans & Military” under the “Government” heading.

You can also visit and order from any U.S. Apple retail store, at an online kiosk. If you can’t find the information you need online, call 800-MYAPPLE (800-692-7753).

“At Apple we are deeply grateful to the men and women of our armed forces,” Apple officials said in a statement. “We’re proud to offer active military and veterans a new dedicated online store with special pricing as an expression of our gratitude for their brave service.”

× Fear of missing out? Sign up for the Early Bird Brief - a daily roundup of military and defense news stories from around the globe. Thanks for signing up. By giving us your email, you are opting in to the Early Bird Brief.

Apple limits the quantities of items military members and veterans can buy with the discount, to ensure that the items are not being offered for resale.