Amazon Prime Day began at midnight, and ends at one minute before midnight on 22 June. That's two days of deals across thousands of products in one of the biggest sales events of the year. We're tracking any Apple deals and discounts right here so you don't miss out.
Note: Be sure to sign up for Amazon Prime to get access to Prime Day deals. You can sign up for the free 30-day membership here.
Sign up for the Amazon Prime free trial
We're focusing on UK deals here, but if you're in the US you can visit our sister site Macworld.com for the latest Apple Prime Day deals where you are.
Plus, if you're looking for more deals on non-Apple tech and beyond, our sister site Tech Advisor has all the best tech deals here.
One thing is certain, Amazon doesn't skimp on Apple deals. In fact, it's often the source of some of the most competitive offers on Apple iPad, MacBook Pro and Apple Watch devices. This year, the list of Apple products has only grown with the introduction of the M1 chip on the iPad Pro range and iMacs. There are also new accessories, like the AirTag Bluetooth tracker and the luxurious AirPods Max headphones.
So what can you expect from Prime Day 2021? Which Apple devices will get discounts? And what devices should you grab if you see them on sale? Find out here.
Best Apple Deals right now - Prime Day & more
1. Apple iPhone 12 (256GB)
From: Amazon
Was: £949
Now: £799 (£150 off for Prime members)
View Deal
2. Apple iPhone 12 mini (256GB)
From: Amazon
Was: £849
Now: £709 (£140 off for Prime members)
View Deal
3. Apple MacBook Air, M1, 8-core CPU, 8-core GPU, 512GB (2020)
From: Amazon
Was: £1249
Now: £1,029.97 (£219.03 off)
View Deal
Save over £200 on the MacBook Air with 8-core CPU and 8-core GPU from Amazon.
4. Apple iPad Air 2020 (256GB, Wi-Fi + Cellular, 4th Gen)
From: Amazon
Was: £859
Now: £689 (£170 off)
View Deal
Amazon comes in strong again with the best price on the 256GB option with cellular conncetivity – this is the cheapest we've seen this model.
5. Apple Watch Series 6 (GPS + Cellular, 40mm)
From: Amazon
Was: £649
Now: £479 (£170 off)
View Deal
6. Apple Watch Series 6 (44mm, GPS)
From: Amazon
Was: £409
Now: £329 (£80 off for Prime Members)
View Deal
Prime members can get a huge £80 off the 44mm Watch 6 for Prime Day. Browse through the other models to see all discounts.
7. Apple Watch SE (44mm, GPS + Cellular)
From: Amazon
Was: £349
Now: £286.99 (£62.01 off for Prime Members)
View Deal
Save over £60 on a brand new Watch SE 44mm from Amazon if you're a Prime Member. It's the best price we're seeing at the moment.
8. Apple Magic Mouse 2
From: Amazon
Was: £59.39
Now: £44.99 (£14.40 off)
View Deal
Apple products are discounted for Prime Day, meaning you can get your hands on this Magic Mouse for £44.99, which is 24% off.
9. Apple Pencil (2nd Gen)
From: Amazon
Was: £119
Now: £99.99 (£19.01 off for Prime Members)
View Deal
The second generation Apple Pencil for iPad has 16% off for Prime Day.
10. Apple Magic Keyboard
From: Amazon
Was: £99
Now: £49 (£50 off for Prime Members)
View Deal
You can get Apple's Magic Keyboard for just £49 for Prime Day. Apple sells the Magic Keyboard for £99, so that's a mamouth £50 off!
There's also £30 off the Magic Keyboard with Numeric keypad in Space Grey, Amazon is selling it for £118.99. It's normally £149 from Apple, but it's no longer on sale there.
11. Apple Pencil (1st gen)
From: Amazon
Was: £89
Now: £69.99 (£19 off for Prime Members)
View Deal
Apple is selling its original Apple Pencil for the iPad Pro at a discount for Prime Day. There's also £19 off the 2nd-gen Apple Pencil.
12. Beats Studio3 Wireless
From: Amazon
Was: £299.95
Now: £144.99 (£154.96 off for Prime Members)
View Deal
This Prime Day, Prime members can save a near-£155 on the Beats Studio3 wireless headphones.
13. Apple TV 4K (32GB and 64GB)
From: Amazon
Was: From £169
Now: From £146 (£20 off for Prime members)
View Deal
Prime members can save £20 on the Apple TV 4K for Prime Day. Sign up for the 30-day free trial if you're not already a member. See the best Apple TV deals from Prime Day and beyond.
14. Apple iPhone 12 (128GB)
From: Amazon
Was: £849
Now: £739 (£110 off)
View Deal
Amazon has slashed a whopping £110 off the 5G iPhone 12 (128GB) this Prime Day! This is the lowest it's been. There's also £150 off the 256GB option!
15. Apple iPhone 12 (64GB)
From: Amazon
Was: £799
Now: £669 (£130 off for Prime Members)
View Deal
Amazon now has the lowest price for the iPhone 12 (64GB) with a brilliant £130 off for Prime Day.
16. Apple iPad Air (2020, 64GB, cellular)
From: Amazon
Was: £709
Now: £616.99 (£92.01 off for Prime Members)
View Deal
Amazon has 2020's iPad Air range on offer for Prime Day.
17. Apple MacBook Air, M1, 2020, 8-Core CPU, 7-Core GPU, 16GB/256GB
From: Very
Was: £1,199
Now: £1,149 (£50 off)
View Deal
The MacBook Air with the M1 processor, 16GB RAM and 256GB storage is now £50 cheaper from Very than the Apple Store.
18. Apple 13in MacBook Pro, M1, 8-core CPU, 8-core GPU, 256GB (2020)
From: Amazon
Was: £1,299
Now: £1,129.97 (£169 off)
View Deal
Amazon's price beats both John Lewis and Currys, where it costs £1,187 and AO where it costs £1,156. It's currently the best price on the market.
19. Apple 27in iMac, 3.3GHz six-core, 10th-gen Intel, 256GB SSD (2020)
From: AO.com
Was: £1,999
Now: £1,848 (£151 off)
View Deal
AO.com has money off the mid-range 27in iMac that was introduced by Apple in August 2020.
You can also get a similar amount of money off the same model from Currys and John Lewis.
20. Apple 27in iMac, 3.8GHz eight-core, 10th-gen Intel, 512GB SSD (2020)
From: Currys/PC World
Was: £2,299
Now: £2,099 (£200 off)
View Deal
If it's the top of the range 2020 27in iMac you are after, you can get a discount from Currys.
At the time of writing AO.com and John Lewis also have it at the same reduced price.
Prime Day 2021 predictions & what's live now
While there are no guarantees of what Amazon has in store, based on offers we've seen in the past, we expect major discounts on the new M1 MacBook Pro and MacBook Air, the iPad Air 4, and Apple Watch – and of course, the iPhone 12.
MacBook Pro & MacBook Air with M1 deals on Prime Day 2021 - up to £186 off right now
We still don't see any Prime Day offers on the M1 MacBook Pro and MacBook Air, but there is a general discount up to £186 off the MacBook Pro and up to £219 off MacBook Air. It's possible Amazon might launch further discounts to Prime members over the next day. Keep an eye out!
It's worth noting that Amazon hasn't shied away from discounts on the latest M1 MacBooks. It slashed £109 off the MacBook Pro before Christmas 2020 just a few weeks after the devices launched. Here are all retailers in the UK selling the M1 Macbooks and Mac minis.
We're also looking at the best M1 iMac deals here.
iPhone 12 & 12 mini deals on Prime Day 2021 - Confirmed with up to £150 off!
Amazon has been dishing out record-breaking iPhone 12 discounts in the past few weeks, and as we predicted, it's gone full swing on iPhone 12 discounts. For Prime Day, Amazon has up to £150 off iPhone 12 and £130 off iPhone 12 mini and £110 off the new purple version too. These are the absolute lowest prices we've seen on the iPhone 12 and 12 mini See full detail here.
See the best iPhone 12 deals across every handset. Plus, see our full coverage of where to buy the purple iPhone 12 mini, along with the best iPhone 12 mini deals here.
We're specifically diving into the best iPhone 12 Pro Max deals here.
iPad Air 4 deals on Prime Day - Up to £170 off!
While discounts on the 10.2in iPad (8th gen, 2020) have been far and few between, Amazon has been generous with iPad Air 4 discounts – especially after the launch of the iPad Pro with M1 (here's where you can buy those).
While we can't see Prime-member only deals on the iPad Air 4 (good news for those who don't have an account) - there is an extremely competitive £170 discount on iPad Air 4 with 256GB storage. We've never seen it cheaper!
We don't see any drastic discounts on the lower configurations at the moment. Amazon's previously had up to £132 off iPad Air 4 64GB with Wi-Fi and Cellular, though now that's dropped to £91 off (the option with the £119 discount is now out of stock). Perhaps Amazon will drop the price even further over the next 36 hours – we'll have to wait and see.
Apple Watch Series 6 discounts on Prime Day - Confirmed with up to £170 off!
Amazon has slashed off up to £170 off the Watch Series 6 with GPS + Cellular and £110 on the Apple Watch 6 with GPS (44mm) for Prime members. There's also £134 off the 44mm GPS+ Cellular option in white. Discounts vary by colour and size, but you can get at least £50 off all models right now.
We'd also suggest keeping an eye on Watch 6 offers where we're tracking all the best Prime Day Watch 6 deals.
Amazon also has up to £62 off the Apple Watch SE (GPS + Cellular)
See the best Apple Watch deals across every model.
What is Amazon Prime Day?
Amazon Prime Day is the company's largest and most competitive sales event, offering millions of exclusive discounts to its Prime members across its varied catalogue, including Apple products and accessories.
You can see Amazon's Prime Day 2021 landing page here which already lists a few offers including 10% off an App Store & iTunes gift card. We'll be curating the best Apple deals on Prime Day in this article and in even more detail in these articles below:
When is Amazon Prime Day 2021?
Amazon confirmed Prime Day will start Monday 21 June and end at midnight 22 June. The late June start date is still earlier than its usual mid-July date.
Of course, last year the event was altogether postponed to 13 and 14 October, due to logistical complications caused by the pandemic. Last year's Prime Day kicked off the Black Friday and holiday sales season, and Amazon came out a big winner with triple the profits in Q3 compared to 2019 – that's a net income of US$6.3 Billion, compared to 2019's US$2.1 Billion.
Given its success, it's surprising Amazon chose an earlier Prime Day for 2021. It could be to keep customers attracted to shopping online in the summer as lockdowns ease and more people spend time elsewhere but online.
How to get Prime Day deals
Prime Day discounts are exclusive to Amazon Prime members, so if you wanted to take advantage of the deals, you needed to become a Prime member.
Membership costs £79/US$119/AUD$59 annually, though customers can opt for a £7.99/$12.99/AUD$6.99 monthly subscription instead.
However, the 30-day free trial is also available for anyone that doesn't want to commit. You can cancel any time.
Amazon Prime is a service that began as a way to get unlimited next-day delivery but has since become much more. Subscribers get access to Amazon's Netflix rival Prime Video, plus plenty of other benefits.
You can see all Prime benefits here.
Prime Day Rival Sales - Other places to find Apple deals
As Prime Day's popularity has grown, other retailers have begun hosting deals events at the same time. We don't expect any different this year, as many retailers will want to keep their online traffic strong this summer as shoppers are no longer couped up indoors. See our analysis over at Tech Advisor.
While Apple itself doesn’t always join in on Amazon Prime Day, there are plenty of retailers that recognise that it’s worth joining in the fun, so you can find deals events from some of your favourites including:
US retailers - Walmart, Best Buy & Target
In the US, Best Buy has started its 'Better Deal' sale which runs until 22 June and has discounts on a number of Apple devices, including up to $200 off the iPhone 12 mini, while students can get $200 off the iPad Pro.
Walmart and Target have both announced their own Prime Day rival sales starting 20 June. Walmart's Deals for Days runs until 23 June, while Target's Deal Days ends 22 June.
B&H Photo Video is another retailer which often has discounts on Apple devices. You might start seeing it compete with Amazon with Prime Day.
How to get the best Amazon Prime Day Apple deals - Quick tips
1. Browse Apple's Amazon storefront.
It's essentially a catalogue for the full range of Apple products, and when you click through to specific devices, you'll also see any available discounts.
We've listed all available devices below, many of which had up to 25% off last Prime Day. We'd recommend bookmarking the product pages you're most interested in, so you can browse discounts as soon as Prime Day hits.
- iPhone (iPhone 12 range, iPhone 11 range, iPhone SE, iPhone XS, XS Max, XR, X, iPhone 7, and iPhone Accessories)
- iPad (New iPad Pro 11in and iPad Pro 12.9in with M1, iPad Air 10.9in, iPad 10.2in, iPad mini 7.9in, and iPad Accessories)
- Apple Watch (Series 6, Watch SE, Watch Series 3 and Watch Accessories)
- MacBook (13.3in MacBook Air M1, 13.3in MacBook Pro M1, 16in MacBook Pro, Mac Accessories)
- iMacs (24in iMac with M1, 21.5in iMac, 21.5in Retina 4K, 27in Retina 5K, 27in Retina 5K, iMac Pro, Mac Mini, and iMac Accessories)
- AirPods (AirPods Max, AirPods Pro, AirPods Wireless Charging, AirPods with Charging Case, AirPods accessories)
- Apple TV (4K, TV HD, TV Accessories)
- Beats headphones (Powerbeats, Powerbeats Pro, Beats Solo Pro, Beats Studio3 Wireless, Beats Solo 3 Wireless, Beats X, Powerbeats3 Wireless, Beats Solo Pro, Beats Pill+, BeatsX, and Urbeats3)
2. Be prepared before you shop Prime Day
Prime Day deals go quickly, as many offers are available as Deals of the Day, which means stock can be limited or only a certain number of hours.
Ensure, first off, you're signed up to Amazon Prime (or the free trial) to access the deals on Amazon.
Make sure your payment and shipping information is up to date to make sure you can purchase products before they sell out.
If you come across a deal that has sold out, you can usually join the waitlist to be alerted to any stock that becomes available, usually because someone has decided they don’t want to purchase it after all and removes it from their basket.
You can also use the "Watch this Deal" button on upcoming deals to be alerted when they become available.
3. Keep an eye on our deal selections
With a team of Apple-breathing experts browsing through deals and offers every day (literally), you can be sure if there's a top offer out there. See only the best deals right here
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