We just moved into our newly-bought, brand new appartment, and we didn't get very far with negotiations either, especially as we didn't like the kitchen (it was the show appt) and wanted our own put in. Eventually, the builder knocked of 3k, but that didn't cover half the cost of changing the kitchen.
We could have stood our ground and walked away if they remained intransigent, but we really wanted the place and it is an ideal location for the kids' school and everything else.