I think whats going on is what they did with the x-150, cabelas in 2003 advertised them and once they were out, they didnt restock them and therefore you buy from winchester. I bought mine from cabelas in 03 and a year later you couldnt find one on cabelas website or cataloge. If they are making a new upscaled Apex, thats more than likely why they did the sale, get the old models out and the new ones in. I guess i dont get an Apex from cabelas. I tried emailing them but i got an email back telling me they do not accept emails on hollidays. I guess i'll resend it monday and see what they say.