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Best Apple deals for July 2025
Big price drops on Apple products are rare, but we've searched the 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.
Read our picks for the best Apple deals.
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Best 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.
Just straight to:
* 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.
Best Apple MacBook deals
Apple 15-inch MacBook Air M4
*Average price in the past six months: £1,149.23. Cheapest price in the past six months: £1,079
- Apple M4 Pro processor
- 16GB Ram
- 256GB storage
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 and upgrading to more is expensive compared to Windows laptops.
The MacBook Air’s power button has an integrated fingerprint reader, enabling you to log in with Touch ID. 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.
You can find it on sale for £1,080 at AO.com.
Apple 14-inch MacBook Pro M4 (late 2024)
*Average price in the past six months: £1,539. Cheapest price in the past six months: £1,434
- Apple M4 Pro processor
- 16GB Ram
- 512GB storage
We like: Brilliant screen
We don’t like: Heavier than most 14-inch laptops
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 – but no face scanner.
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 how whether this laptop is worth your money, see our expert Apple MacBook Pro M4 review.
Find more great deals with our best laptop deals.
Best AirPod deals
Apple AirPods Pro (2nd generation)
* Average price in the past six months: £221.36. Cheapest price in the past six months: £179.00
- In-ear headphones
- Weigh 11g
- Noise cancelling
We like: Controls built into the headphones
We don't like: Limited functionality with Android devices
Apple's ever-popular truly wireless earbuds come with additional features over the first-generation. You can now swap out the eartips and the charging case has been updated.
They're rated IPX4 water and sweat resistant – meaning you can get water on them, but they shouldn't go for a swim.
Read our Apple AirPods Pro (2nd generation) review.
See how a pair of AirPods compare in our headphone reviews.
Read our roundup of the best deals on portable air conditioning units and cheap BBQ deals.
Best Apple Watch deals
Apple Watch Series 9
*Average price in the past six months: £367.45. Cheapest price in the past six months: £315
- Weight: 47.4g
- 45mm screen
- Built-in GPS
We like: The removable strap
We don't like: Not compatible with Android phones
Apple Watch Series 9 is the brand's flagship 2023 watch but still packs punches two years later.
The wearable tech can do everything from monitor your heart rate, measure the amount of oxygen in your blood and track if you've had a fall. It can't, however, measure your blood pressure as some other models can.
Read our review of the Apple Watch Series 9 to see whether it's worth its price tag.
Pick up the Apple Watch Series 9 from John Lewis for £309 or compare prices below:
Best AirTag deals
Apple AirTag
*Average price in the past six months: £33. Cheapest price in the past six months: £25
- 31.9 × 31.9 × 8.0mm
- Weighs 11g
- 1-year claimed battery life
We like: Can set 'geofences' to alert you if you leave it behind
We don't like: Only compatible with other Apple devices
AirTags connect to other Apple devices using Bluetooth and can be placed in wallets, keys and other valuable items to keep track of them.
There is a built-in speaker which emits a noise if you need to find your item and Apple claim the battery life lasts a year.
Read our review of the best Bluetooth trackers
iPad discounts
Apple 11-inch iPad Air (2025)
*Average price in the past six months: £593. Cheapest price in the past six months: £560
- 10.9-inch screen
- M3 processor and 8GB of Ram
- 1,640 x 2,360 resolution screen
We like: The dazzling screen
We didn't like: Upgrades from the 2024 version are only minor
Compared to the 2024 iPad Air, this latest version has Apple's M3 chipset; a powerful processor that is meant to help run Apple Intelligence more smoothly. This model only launched in March 2025 and we've already started seeing discounts at some retailers. It's rare to get a large reduction on a new iPad, so it's unlikely you'll find a better deal any time soon.
Choose an iPad Air if you are looking for a premium iPad but don't want the cost or weight of the iPad Pro. By choosing the 2025 iPad Air over the previous 2024 or 2022 versions, you will future-proof your access to Apple's latest AI features (Apple Intelligence).
The base model on offer has 128GB but there are also 256GB, 512GB and 1TB versions available.
Is this tablet the best balance between power and price for you? Find out in our full Apple 11-inch iPad Air 2025 review.
Find more bargains in our round-up of the best iPad deals
iPhone discounts
Best Apple iPhone 16 Sim-free deals
*Average price in the past six months: £779. Cheapest price in the past six months: £699
- 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.
Find more bargains in our round-up of the best iPhone deals
Is Apple a good brand?
Amy Axworthy, 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
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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.
