The ad's tagline is "Everything Apple. At Best Buy". Of course, the Minneapolis based retailer has been spending money to become a major player in the retailing of mobile devices with the wide selection of phones and tablets that is available in Best Buy stores and in the more specialized Best Buy Mobile outlets. Apple itself used the store within a store concept years ago to peddle its products inside the walls of other retailers before the Apple Store became a reality.
Best Buy has been using lower prices and offering devices at after-rebate prices to bring in business from the web sites belonging to manufacturer's and carriers, and also from brick and mortar locations belonging to mobile operators. Best Buy has been promoting its "Walk out working" service that offers the set up of a just purchased mobile device, including setting up email accounts, putting widgets up on the home screen and basically allowing the customer to leave the store with some knowledge of how his device works.
source: YouTube via AppleInsider