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Best Apple deals for September 2025
Big price drops on Apple products are rare, but we've searched the September 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 MacBook Air 13-inch (2022, M2)
*Average price in the past six months: £852. Cheapest price in the past six months: £769
- Apple M2 processor
- 8GB Ram
- 256GB SSD
We like: Quiet when working hard
We don't like: Battery not as good as predecessor
This 2022-generation MacBook has a 13.6-inch Liquid Retina 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.
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 13-inch MacBook Air M4
*Average price in the past six months: £936. 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). It tips the scales at an eminently portable 1.23kg, making it ideal for computing on the move.
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: £1,149.23. Cheapest price in the past six months: £1,049
- Apple M4 Pro processor
- 16GB Ram
- 256GB storage
We like: Great sound
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 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.
Apple 14-inch MacBook Pro M4 (late 2024)
*Average price in the past six months: £1,539. Cheapest price in the past six months: £1,429
- 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.
Apple MacBook Pro 16-inch (M4, late 2024)
*Average price in the past six months: £2,358. Cheapest price in the past six months: £2,215
- Apple M4 Pro processor
- 24GB Ram
- 512GB storage
We like: Brilliant screen
We don’t like: Very heavy
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 AirPod deals
Apple AirPods Pro (2nd generation)
* Average price in the past six months: £208. Cheapest price in the past six months: £149
- 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.
Best Apple Watch deals
Apple Watch Series 10
Average price in the past six months: £421 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.
Apple Watch Series 9
*Average price in the past six months: £394. Cheapest price in the past six months: £284
- 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: £34. Cheapest price in the past six months: £15
- 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: £586. Cheapest price in the past six months: £529
- 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: Other than the M3 processor, 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.
Apple 11-inch iPad (2025)
*Average price in the past six months: £340. Cheapest price in the past six months: £299
- 10.9-inch screen
- A16 Bionic processor and 6GB of Ram
- 1,640 x 2,360-resolution screen
We like: 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.
It's available for £299 at John Lewis – compare other retailers' prices, below:
Apple iPad Pro 13-inch 7th generation (2024)
*Average price in the past six months: £1,257. Cheapest price in the past six months: £1,070
- 13-inch screen
- M4 processor and 8GB of Ram
- 2,064 x 2,752-pixel display
We like: Bassy and powerful sound
We don’t like: Can’t have more than one user profile
The seventh-generation iPad Pro is Apple's most powerful iPad yet. It has a list of features as long as your arm and some surprisingly original tech – such as the display, which is actually two OLED screens on top of each other – as well as the colossally powerful M4 processor.
Although not a huge discount, you can still find it cheaper at a few online retailers rather than directly from Apple.
Our in-depth Apple iPad Pro 13-inch 7th generation (2024) review will help you decide whether this iPad is a wise investment.
Apple iPad Pro 11-inch 7th generation (2024)
*Average price in the past six months: £973. Cheapest price in the past six months: £899
- 11.1-inch screen
- M14 processor and 8GB of Ram
- 1,668 x 2,420-pixel display
We like: Lovely screen
We don’t like: 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
When is Black Friday? Prepare for the sales event with our expert advice.
iPhone discounts
Apple iPhone 16
*Average price in the past six months £740. 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 £570. Cheapest price in the past six months £494
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 £844. 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 £961. Cheapest price in the past six months £809
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 £1,134. 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.
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.em