Apple has launched a dedicated online storefront for Veterans and Military Personnel, offering a 10% discount on most Apple products to current members and Veterans of the U.S. Military and National Guard and Reserve. First reported by Steve Aquino, the new store goes beyond Apple’s normal educational pricing by also offering discounts on more products, including iPhone and Apple Watch. While Apple already offers discounts for veterans and military members through its retail stores, this is the first time the company has put up a dedicated online store, which appears to be an extension of its Employee Purchase Program, but offering significantly deeper discounts than even Apple’s U.S. Federal Government Employee Purchase Plan.

Apple provided a statement to Aquino, saying that, “At Apple we are deeply grateful to the men and women of our armed forces. 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.” Those purchasing under the new program will need to certify that they are either a Veteran or an active service member, however family members of eligible Veterans or service members living in the same household also qualify for the same discounts. [via 9to5Mac]