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Best Apple deals for October 2026
Yasmine specialises in shopping advice and finding the best deals during sales events like Black Friday, helping readers get great value for their money.
A shortage of memory chips is threatening to increase the price of much of our tech, and Apple isn't immune.
It has acted quickly to hike many product categories, including Macbooks, Apple TV and the Homepod. The increases are notable, too – the popular Macbook Neo is now £100 more expensive on Apple's website. Unfortunately, many retailers have now followed suit, which makes finding an Apple deal even trickier.
Our experts have sorted through the best Apple deals to find products that have performed well in our independent tests and have a genuine discount. We also flag the Apple Store price below so you can see how things compare.
Black Friday 2026: from dates to expert shopping tips, we explain all you need to know.
Best October deals
The following Apple offers are the best we've seen across a variety of retailers. We've included prices from a range choice of shops so you can compare.
What makes Which? deals different?
Retailers sometimes use misleading ‘was’ and ‘before’ prices to claim their deals are good. Media sites and artificial intelligence (AI) promote deals from retailers – but do they always check them first? We don’t just take retailers’ word for it, we track actual market prices over six months. We share cheapest and average calculations and evaluate products against strict performance benchmarks. So you get good quality at honest prices.
*References to ‘average price' and 'cheapest price' are based on Which? market knowledge and information supplied by our partners. Prices are checked for the six calendar months prior to publication. Not all retailers are included in our checks.
Jump straight to the deals:
AirPods and Beats | Apple Watch | iPads | iPhones | MacBooks | Apple accessories
Best AirPods and Beats deals
Apple AirPods Pro (3rd Generation)
Average price in the past six months: £215
Cheapest price in the past six months: £170
Current price at Apple UK: £219
- In-ear truly wireless earbuds
- Active noise cancelling
- Built-in touch controls
We like: Plenty of eartip sizes
We don’t like: Compatibility issues with Android
Apple’s flagship headphones feature a redesigned MagSafe charging case with Qi wireless charging support. They are powered by a new internal chip that Apple claims has better sound than the previous generation AirPods Pro.
Touch controls on the stems let you control the active noise cancelling, volume, and change tracks. Each earbud and the case has IPX4 water and sweat resistant – meaning they can handle splashes.
Read our Apple Airpods Pro (3rd Gen) review.
Best Apple Watch deals
Apple Watch Series 11
Average price in the past six months: £427
Cheapest price in the past six months: £287*
- 46mm model
- OLED display (496 x 416 pixels)
- GPS
We like: Long list of smart features
We don’t like: Can’t be connected to an Android phone.
Apple’s flagship smartwatch for 2025 has a digital crown on the side that you press to wake up the device and flick through apps. There is a side button too, which prompts actions such as opening Apple Pay or the SOS function.
It has all the Apple Watch features from previous series, such as sleep tracking, crash detection and menstrual tracking. It has an official water resistance rating of 50 metres.
Read our Apple Watch Series 11 review.
Best iPad deals
11-inch Apple iPad (2025)
Current price at Apple UK: £429 (Note: the launch price of the iPad was £329 - it's now £429 after Apple hiked its prices in June this year.)
Average price after the June price rise: £423
Cheapest price after the June price rise: £399*
- 10.9-inch screen
- 6GB Ram
- 128GB of storage
We like: Cheapest iPad since 2022
We didn't like: No Apple Intelligence
The 2025 iPad is sure to tempt Apple fans, launching at almost half the price of an iPad Air and £170 less than the iPad mini. However, the summer Apple price rises have filtered through to retailers and it is hard to find deals as keen as we have seen in the past. But if you want an iPad now, this is the most affordable option.
It has a 10.9-inch screen with 2,360 x 1,640-pixel resolution. It runs on the A16 Bionic chip, which is the same processor found in the iPhone 15.
The iPad has a sleek finish and comes in four colours: blue, pink, silver or yellow. It doesn’t come with Apple Intelligence, though, which is Apple’s latest software features powered by AI.
Get all the information you need about this iPad with our Apple 11-inch iPad (2025) review.
Find more bargains in our round-up of the best iPad deals.
Best MacBook deals
Apple MacBook Neo
Current price at Apple.com: £699
Average price in the past six months (Apple's price rose in June): £606
Cheapest price in the past six months (Apple's price rose in June): £599*
The MacBook Neo is currently available at Amazon for £688.
- Apple A18 Pro processor
- 8GB Ram
- 256GB storage
We like: Well priced for a MacBook, even after the Apple price hike
We don’t like: Very limited ports
The MacBook Neo is Apple's groundbreaking new laptop. Usually, you'd pay a premium for an Apple MacBook, but the Neo is pitched at a mid-range price. Available at its March 2026 launch for £599, Apple's price rises in June 2026 mean the RRP is now £699 - so we've seen retailer prices increase.
It has an A18 Pro processor (first used in the iPhone 16 Pro), a 13-inch screen and a premium aluminium chassis. It only has two USB-C ports (get an adaptor if you want more) and lacks the backlit keyboard of other MacBooks, but that may not bother you.
Eager to find out if Apple's keenly priced laptop is right for you? Read our full MacBook Neo review.
Apple 13-inch MacBook Air M5
Current price at Apple.com: £1,299
Average price in the past six months (Apple's price rose in June): £1,121
Cheapest price in the past six months (Apple's price rose in June): £989*
- Apple M5 processor
- 16GB Ram
- 512GB storage
We like: Gorgeous display
We don’t like: Still lacking in ports
Even though the MacBook Neo is now on the scene, the new MacBook Air M5 is the go-to option if you want a true high-end Apple laptop with a flagship-level chipset.
It also has double the base storage and Ram of the Neo. Throw in a vibrant display that's also great for entertainment, and there's a lot to like about Apple's new MacBook Air. Except for the price.
Want to find out more about this slimline, premium workstation? Read our full Apple MacBook Air M5 review.
Definitely want a MacBook? Pick the right model for your needs and budget with our guide to the best MacBooks.
Best iPhone deals
Apple iPhone 16e
Average price in the past six months: £582
Cheapest price in the past six months: £438*
- 6.1-inch (2,532 x 1,170 pixels) Super Retina XDR OLED display
- iOS operating system
- Camera Control button
We like: Beautiful design
We don’t like: Screen brightness drains battery life
Launched in February 2025, the Apple iPhone 16e was originally on sale for £599, but you can now buy it for around £100 less – some 18 months later.
Although you'll find only one rear camera lens, there’s a lot of clever software inside that Apple claims gives you a ‘2-in 1’ experience. This includes built-in telephoto capabilities to help with the quality of zoomed-in shots. The physical camera is a 48Mp wide lens and on the front is a 12Mp wide lens. You can record videos in 4K quality using either.
There are no funky colours to choose from - it’s only available in black and white. It weighs 167g, which is similar to the iPhone 16. On the side of the phone is an ‘Action button’ that can turn your iPhone to silent or be used for other functions such as turning on the torch, opening apps or custom shortcuts.
To find out more about this iPhone, see our iPhone 16e review
If you're happy to go back a generation, the iPhone 15 is now just a fraction of what it originally sold for. Right now you can get it for £649 at Laptops Direct
Read our dedicated guide to the best Apple iPhone deals for more expert picks.
Best Apple accessories deals
Apple AirTag (four-pack)
Average price in the past six months: £117.94
Cheapest price in the past six months: £59*
Current price at Apple UK: £99
Shop other retailers below:
- Works with FindMy
- Simple to set up
- Sleek design
Sick of losing your keys, wallet or even your luggage whenever it’s checked in at the airport? If so, it might be time to add an AirTag to your list of Apple devices, as it can help you keep tabs on your most treasured items from afar.
While you can buy one AirTag at a time, the four-pack presents a better value option (especially while it’s on offer) as it means you can keep track of multiple items as needed, without having to constantly swap out the AirTag they’re paired with.
To see what the AirTag is up against, check out our round-up of the best Bluetooth trackers.
Is Apple a good brand?
Adam Speight, Which? phones expert, says:
"Apple products have some world-leading specifications and high prices to match. Finding a decent discount on its popular products can be tricky but not impossible.
"One of the best ways is to pick a slightly older version of the device you're interested in. With Apple usually supporting devices with important updates for a number of years (six for phones and tablets, and at least seven for MacBooks), you'll be able to keep an older model for a while too. You'll likely be getting a good deal if it's 20% off the launch price."
AI news and advice: Which? experts cut through the hype to help you navigate the world of AI
How Which? can help you find the best Apple deals
Finding good discounts on Apple products can be tricky. Unlike other tech brands, it tends to offer fairly meagre discounts, especially on newer models.
However, Apple offers good support for its product range – iPhones, for example, typically offer the longest support periods, which may be in excess of six years.
As such, the best deals on Apple products can be on predecessors to the current range. Check our reviews of Apple products, listed below, to see how they fare in our tough tests.
Apple iPhone reviews | Apple iPad reviews | Apple MacBook reviews | Apple Watch reviews | Apple AirPod reviews
How to get an even better deal on Apple tech
Even when Apple products are discounted, they can still be some of the most expensive tech products on the market.
You might be able to save hundreds of pounds more if you buy a refurbished or second-hand device, but it's important to know what to expect when you buy.
Read more advice on refurbished or second-hand devices here:
- How to buy a refurbished iPad – where to buy and which model to opt for.
- How to buy a refurbished laptop – refurbished vs second-hand and how to spot a deal.
- How to make big savings on a second-hand phone – maximise savings in the sales.
- Guide to buying a second-hand phone – everything you need to know to shop smart.
How to recycle your old Apple tech
If you're upgrading from an older Apple product, you might be wondering what to do with the old one.
If your product is eligible, Apple will trade it in for credit against your next purchase. Visit Apple's trade in page to see if your device is eligible.
Electronics, particularly devices with batteries (such as mobile phones) should not be disposed of in your general household waste or kerbside recycling.
See all our expert advice on how to recycle a mobile phone and how to recycle electrical items.
