Best Buy began accepting iPhone X pre-orders alongside Apple at 12:01 a.m. Pacific Time today, but several customers quickly realized that the electronics retailer is charging an extra $100 for the smartphone at full price.

Apple charges $999 or $1,149 for the iPhone X with 64GB or 256GB of storage in the United States. Best Buy charges $1,099 or $1,249 online and in stores for the equivalent models on a Verizon, AT&T, or Sprint account.

In a statement issued to MacRumors, Best Buy said its prices reflect a customer's ability to "get a phone the way they want."

"Our prices reflect the fact that no matter a customer's desired plan or carrier, or whether a customer is on a business or personal plan, they are able to get a phone the way they want at Best Buy. Our customers have told us they want this flexibility and sometimes that has a cost," a Best Buy spokesperson told MacRumors.

A customer ordering an iPhone X through Apple also has the flexibility of choosing their desired carrier and plan, so Best Buy's statement doesn't really justify why the device costs $100 more at its stores.

Best Buy representatives in stores, on the phone, and on Twitter have provided mixed answers about its price matching policy for the iPhone X. A company spokesperson simply linked us to Best Buy's price matching policy in general.

Best Buy also charges $100 more for the iPhone 8 and iPhone 8 Plus at full retail price in the United States.