Modern technology gives us many things.

Kogan offers Apple, Canon, Nikon at a discount

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Kogan has thrown down the gauntlet to make tech products more affordable by offering rival companies’ products on the site at radically discounted prices.

Products from Apple, Samsung, Canon, Nikon and Motorola are available on the Kogan website with some products up to 94 per cent cheaper.

Kogan can offer cheaper prices by sourcing the products higher up the supply chain and selling directly to customers at  

The range will begin mainly with tablets and DSLR cameras but is expected to expand to a wider range in the future.

Apple’s iPad 2 64 wi-fi only model – priced at $799 and $784 at Harvey Norman and JB Hi-Fi respectively – costs $659 at the Kogan online store.

The iPad 2 64GB 3G – $949 at Harvey Norman and $894 at JB Hi-Fi – is available for $789 from Kogan.

The Canon EOS 1100D - priced at just $479 at Kogan

Canon’s EOS 1100D kit is just $479 through Kogan. At Harvey Norman the price is 56.4 per cent higher at $749 and 45.7 per cent higher at JB Hi-Fi at $698.

All products come with the usual 12-month warranty which can be expanded to up to five years.

Here are some examples of Kogan's pricing compared to other stores

“We have learned from our friends at Dell, who decided to add to their existing core range of computers with a whole host of complementary products, including Kogan TVs,” Ruslan Kogan said

“Just as Dell has become synonymous with best value in computers, Kogan is becoming synonymous with best value in other technology products.

Apple's iPad 2 starts at just $489 at Kogan

“Kogan is already globally renowned as the place to go for the best value consumer electronics that we design, assemble, and deliver, including TVs, Blu-ray players, digital internet radios, home appliances and more.

“We are experts at finding new innovative ways of delivering the latest technology at market leading prices. Whether it is manufacturing our own Kogan brand of products, or now sourcing the world’s biggest brands, we can cut out all the middlemen to guarantee the best prices and service.”