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Best Black Friday Apple deals 2025
Big price drops on Apple products are rare, but we've searched the early Black Friday sales to find you the best deals on MacBooks, Apple watches, AirPods, AirTags, iPads and iPhones.
Each month, our experts sort through reams of bargains to find products that have performed well in our independent tests and have a genuine discount.
When is Black Friday 2025? Find out when the biggest sales event falls this year.
Why should I shop the Black Friday sales with Which?
In previous years, we've seen discounted products that score poorly or are even Which? Don't Buys: simply not worth your money. Our Apple Black Friday sale round-up only includes products that performed well in our test lab and are offered at a genuinely good discount. But you’ll need to read our reviews for the full picture.
Not yet a member? Sign up to Which? to get ahead with your Black Friday shopping prep.
Keen to see what else we've found? Head to our best Black Friday deals.
Best Black Friday Apple 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.
* 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 | Apple Watches | iPads | iPhones | MacBooks
Best MacBook deals
Apple MacBook Air 13-inch (2022, M2)
Average price in the past six months: £852
Cheapest price in the past six months: £769*
We tested a version with an ungenerous 256GB – the MacBook on sale for £799 at John Lewis gives you a good 512GB SSD (which Apple charges £200 extra for on the latest M4 MacBooks). However, compare its price with the newer, M4 version, below - as if you're prepared to pay a little more, you get double the Ram and that upgraded processor.
- Apple M2 processor
- 8GB Ram
- 256GB SSD
We like: Quiet when working hard
We don't like: If you don't view the screen straight-on, some dimming is slightly noticeable when you move to the sides.
This 2022-generation MacBook has a 13.6-inch Liquid Retina display and a processor with eight cores, four of which are high-speed and four of which handle lightweight tasks in the background. At 12.4kg and 1.13cm thick, it makes a great portable companion to join you on your travels.
There's the choice of four finishes: midnight, space grey, silver and starlight.
To find out more about what it's like to use, read our full Apple MacBook Air 13-inch (2022, M2) review.
Apple 13-inch MacBook Air M4
Average price in the past six months: £899
Cheapest price in the past six months: £849*
- Apple M4 Pro processor
- 16GB Ram
- 256GB storage
We like: Fast and responsive
We don’t like: Low on ports - two Thunderbolt USB-C and a 3.5mm jack
This 13.6-inch laptop from Apple (there’s also a 15.3-inch larger version) is its thinnest, lightest MacBook (hence the ‘Air’ in its name).
The 256GB of storage feels stingy for the price. But it's good to see 16GB of Ram, as opposed to the 8GB we used to previously see on base models, and that powerful M4 processor.
To find out if this MacBook is the one for you, see our expert Apple 13-inch MacBook Air M4 review.
Apple 15-inch MacBook Air M4
Average price in the past six months: £1,149
Cheapest price in the past six months: £1,049*
- Apple M4 Pro processor
- 16GB Ram
- 256GB storage
We like: The integrated fingerprint reader, enabling you to log in with Touch ID
We don’t like: Storage is a bit stingy
The 2025 incarnation of the 15-inch MacBook Air will have some way to go to beat the 2024 M3 model’s superb screen, sound and design. But the reason to choose this, rather than the earlier model, is the promise of the extra power and flexibility it gains from its upgrade to an M4 processor and 16GB of Ram.
It’s good to see that Apple has finally stopped producing its laptops with a stingy 8GB of Ram from this generation, but the base (cheapest) configuration still only comes with a cramped 256GB SSD. Upgrading to more is expensive compared to Windows laptops.
Fast WiFi 6E and Bluetooth wireless connections are supported. Physical connections, however, are a bit minimalist – you get two fast Thunderbolt 4-compliant USB-C ports and a standard 3.5mm headphone jack.
To find out if this MacBook trumps its predecessors, see our expert Apple 15-inch MacBook Air M4 review.
Apple 14-inch MacBook Pro M4 (late 2024)
Average price in the past six months: £1,539
Cheapest price in the past six months: £1,419*
- Apple M4 Pro processor
- 16GB Ram
- 512GB storage
We like: Great webcam
We don’t like: No face scanner
This 14-inch laptop from Apple has a powerful Apple M4 processor, 16GB of Ram and a 512GB SSD.
There are three USB-C ports (super-high-speed Thunderbolt 4 data transfer format), an HDMI port, SD card reader and 3.5mm headphone/microphone jack. It also has a MagSafe charging port and a fingerprint reader for swift, secure login.
It weighs 1.54kg, which is heavy for a 14-inch laptop, but this is due in part to its all-metal aluminium body and glass screen.
To find out whether this laptop is worth your money, see our expert Apple MacBook Pro M4 review.
Apple MacBook Pro 16-inch (M4, late 2024)
Average price in the past six months: £2,358
Cheapest price in the past six months: £2,150*
- Apple M4 Pro processor
- 24GB Ram
- 512GB storage
We like: Great webcam
We don’t like: Upgrades are expensive
This new 16-inch laptop from Apple has three USB-C ports, which work with the super-high-speed Thunderbolt 4 data transfer format. There's also an HDMI port, SD card reader and a 3.5mm headphone/microphone jack. It has a fingerprint reader for swift, secure login, but no face scanner.
It's a top-of-the-range model, but very expensive. It's currently at the cheapest price we've seen in the past six months.
So is it worth shelling out for? Our Apple MacBook Pro 16-inch (M4, late 2024) review has the answer.
Definitely know you want a MacBook? Pick the right model for your needs and budget – see our expert guide to the best MacBooks.
Best Apple Watch deals
Apple Watch Series 10
Average price in the past six months: £414
Cheapest price in the past six months: £299*
- 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 2024 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 10 review.
Best iPad deals
Apple 11-inch iPad (2025)
Average price in the past six months: £339
Cheapest price in the past six months: £299*
It's available for £299 at John Lewis – compare other retailers' prices, below.
- 10.9-inch screen
- A16 Bionic processor and 6GB of Ram
- 1,640 x 2,360-resolution screen
We like: It's the cheapest iPad since the 2022 launch
We didn't like: Camera quality can vary
The latest iPad (2025) is sure to tempt Apple fans, launching at almost half the price of an iPad Air and £170 less than the iPad Mini. It's new, so any discounts aren't going to knock your socks off, but every little helps. Plus, a lot of retailers offer extras with iPads, such as free Apple Music for three months.
This model has a 10.9-inch screen with 2,360 x 1,640-pixel resolution. It runs on the A16 Bionic chip with 6GB of Ram, which is the same processor found in the iPhone 15. The version we tested has 128GB of memory (which is double the base model of the 2022 version), or you can choose to have 256GB (from £429) or 512GB (from £629). You can buy a version with 5G for £479 if you're happy to pay extra.
Is this ‘cheap’ iPad worth the hype, or has it cut too many corners for our recommendation? Find out in our Apple 11-inch iPad (2025) review.
Apple iPad Pro 11-inch 7th generation (2024)
Average price in the past six months: £1,003
Cheapest price in the past six months: £900*
- 11.1-inch screen
- M14 processor and 8GB of Ram
- 1,668 x 2,420-pixel display
We like: High-resolution display
We don’t like: You can't have more than one user profile
This is the seventh-generation 11-inch iPad Pro from Apple. It has dual-OLED displays (one on top of the other for extra brightness) and an M4 processor. It charges with a USB-C cable, which is included in the box. However, you don't get a plug.
If you opt for a 256GB or 512GB, you'll get 8GB of Ram and a nine-core processor. The 1TB and 2TB options have 16GB of Ram and a 10-core processor. We reviewed the 256GB model.
See our full Apple iPad Pro 11-inch 7th generation (2024) review to see if this is the iPad for you.
Find more bargains in our round-up of the best iPad deals
Best iPhone deals
Apple iPhone 16
Average price in the past six months: £736
Cheapest price in the past six months: £619*
- 6.1-inch Super Retina XDR OLED display with 2,556 x 1,179 resolution
- A18 Bionic Chip
- Estimated minimum of six years of security updates from launch
We like New camera control button
We don’t like We're still waiting for that AI upgrade
We like the iPhone 16's new Camera Control button, extra shooting modes, and its better processor, but many might consider there's not quite enough new here to justify an upgrade over the iPhone 15.
Find out where you can buy the iPhone 16 below, find contract deals or see if it's worth it in our iPhone 16 review.
iPhone 16e
Average price in the past six months: £561
Cheapest price in the past six months: £449*
The Apple iPhone 16e is a scaled-back version of the iPhone 16 and the cheapest iPhone since the SE 2022. It has a lot of the same features as the iPhone 16, including the same screen size, but it only has one rear camera lens and no Dynamic Island.
Compare the current Sim-free prices below. Also compare contract deals.
iPhone 16 Plus
Average price in the past six months: £857
Cheapest price in the past six months: £719*
The Apple iPhone 16 Plus is the same as the iPhone 16, but with a bigger 6.7-inch Super Retina XDR display.
Check current handset-only prices below. Click through to see if the retailers are offering any extras, such as discounts or free trials of Apple subscriptions, or trade-in offers. Also compare contract deals.
iPhone 16 Pro
Average price in the past six months: £962
Cheapest price in the past six months: £799*
The Apple iPhone 16 Pro has a slightly bigger screen than the iPhone 16, but it's the higher-specification cameras that you really pay for. This includes extra megapixels for sharper zoomed-in shots, and Apple's most advanced 48Mp camera.
Here are the current handset-only prices at popular retailers. Click through to see if the retailers are offering any extras, such as discounts or free trials of Apple subscriptions, or trade-in offers. Or compare contract deals.
iPhone 16 Pro Max
Average price in the past six months: £1,148
Cheapest price in the past six months: £990*
The Apple iPhone 16 Pro Max is a bigger-screen version of the 16 Pro (6.9 inches). Apple has packed its best technology into this phone for a premium experience.
We've collected prices at popular retailers below. Click through to see if the retailers are offering any extras, such as discounts or free trials of Apple subscriptions, or trade-in offers. Or look at contract deals.
Apple iPhone 14
Average price in the past six months: £525
Cheapest price in the past six months: £446*
- 6.1-inch (2,532 x 1,170 pixels) Super Retina XDR display
- Dual-camera system with a larger sensor
- Estimated minimum of six years of security updates from launch
We like: Camera upgrades
We don’t like: No Dynamic Island notch on the display
The Apple iPhone 14 from 2022 has dropped in price at a number of retailers. It's the standard model in the 14 range and the cheapest, but it has a number of premium perks. The processor – called the A15 Bionic chip – is the same as in the iPhone 13, but it received an upgraded five-core GPU and 6GB of memory. The front-facing camera has powerful autofocus, making it smarter at focusing in pictures.
It comes in five different colours and with 128GB, 256GB or 512GB of memory. Cinematic mode records in 4K, but the cameras aren't as advanced as on the iPhone 14 Pro.
To find out if it lives up to expectations, check out our iPhone 14 review.
Find more bargains in our round-up of the best iPhone deals.
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."
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.
