Amazon Prime Day is the company's largest and most competitive sales event, offering millions of exclusive discount to its Prime members across its varied catalogue, including Apple products and accessories.
Typically, the event takes place every July, but this year it happened on 13 and 14 October.
All of the Prime Day deals could be found on Amazon here, but we curated those deals in our deals articles as listed below:
- Best Prime Day iPhone deals
- Best Prime Day iPad deals
- Best Prime Day Apple Watch deals
- Best Prime Day MacBook Pro deals
- Best Prime Day MacBook Air deals
- Best Prime Day iMac deals
- Best Prime Day Mac mini deals
Prime Day surely marks the inaugural moment to kick off the Black Friday and holiday sales season – which needless to say, has already been creeping earlier into the final months of the year.
Here, we share everything you needed to know about Amazon Prime Day 2020, including the very best deals across the iPhone, MacBook, iPad and Watch range.
The content in the rest of this article was written and published throughout Prime Day, but we've kept it here to give you an idea of what happened on Prime Day 2020 and what to expect next year.
Best Apple Deals of Prime Day
1. Apple iPad Pro 12.9in (2020, Wi-Fi, 128GB)
From: Currys PC World
Now: £912 (£57 off + 50% off Microsoft 365)
2. Beats Solo Pro Wireless Headphones
From: John Lewis
Now: £149 (£121 or 45% off)
3. Apple 2020 M1 Mac mini (512GB)
Now: £854.05 (£44.95 off)
KRCS has already discounted the M1 Mac mini with 512GB storage - that's the £899 model.
They also have money off the entry-level 256GB M1 Mac mini - get that deal from KRCS here.
4. Apple Watch Series 5 (44mm, cellular)
Now: £459 (£70 off)
Amazon is selling the Apple Watch Series 5 44mm with cellular connectivity with almost £70 off. If you can live without the Spo2 monitoring of the newer Series 6, it's a good deal, but we have seen it cheaper this year. See our Apple Watch Series 5 vs Series 6 comparison to find out more.
5. Apple iPhone 12 (with 20GB data)
From: iD Mobile
Now: £99.99 upfront, £36.99 per month (£987.75 TCO)
We've been scouring the comparison sites for iPhone 12 deals and this is the best out there right now, combining a manageable upfront payment with a low monthly fee.
It's the deal we'd go for, but there are two ways you could get the total cost of ownership (TCO) slightly lower: go for Three's cashback offer (scroll down to the additional deals, limit upfront cost to £200 and sort by Total Cost of Contract), or pay iD a huge upfront fee.
6. MusicMagpie Christmas Offers
Now: Up to £100 off iPhone
It might be Cyber Week, but musicMagpie's already launched its Christmas sale with £100 off every iPhone 11 model. The offer outdoes its Black Friday sale!
7. Apple AirPods Pro
From: Appliances Direct
Now: £195 (£54 off)
The AirPods Pro are Apple's ultimate in-ear headphones. They offer active noise cancellation and three sizes of soft flexible silicon tips for a customisable, comfortable fit. Right now you can get £54 off the usual price with Appliances Direct.
8. Apple MacBook Air, 1.1GHz dual-core, 256GB (2020)
From: Currys PC World
Now: £879 (£120 off)
This is the early-2020 entry-level MacBook Air, which cost £999 at Apple before being replaced by the M1 model.
9. Apple iPhone 12 Pro
Now: From £43 per month (with free AirPods)
Virgin's bundle offer includes a free pair of Apple's AirPods for free. You can also save £350 when you trade in your old phone. See other excellent iPhone 12 and 12 Pro deals.
10. Parallels Desktop 16 for Mac
Was: From £69.99
Now: From £55.99 (20% off all tiers)
Parallels Desktop is the best virtual machine software on the market, and the latest version (which works with Big Sur) now has 20% off. Students get 60% off with the code 3FK-6RV-7CD and those upgrading get 10% off, which drops the price to just £31.99. See our full coverage of this offer.
11. Adobe Creative Cloud - All Apps Plan
Was: £49.94 per month
Now: £39.95 per month (£9.99 off per month)
Adobe slashed 20% off its Creative Cloud All Apps plan for Cyber Monday. Ends 3 December.
12. Apple AirPods with Charging Case
Now: £124.49 (£34.51 off)
Amazon's offer slashes £34 off Apple's asking price. This is the lowest price we've seen for this model for Black Friday, but be aware that the wireless charging model and AirPods Pro also have money off.
13. Vodafone Unlimited SIM
Now: £23 per month (Free AirPods)
Get AirPods thrown in as part of this Vodafone SIM-only deal. Apple's AirPods would normally set you back £159 but you'll get them for free when you buy this unlimited 5G data SIM on a 24 month contract.
It's worth noting that Three is offering an unlimited 5G data SIM for £17 per month, so this deal is only good if you're particularly interested in the AirPods and want to be on Vodafone's network. The higher price will set you back £120 more than Three's offer over the course of 24 months, which is £29 off the price of the AirPods themselves.
14. Apple 13in MacBook Pro, 2.4GHz quad-core 512GB (2019)
From: Currys PC World
Now: £1,349.97 (£649 off)
This is a great discount off 2019's top-of-the-range 13in MacBook Pro. It's got a 2.4GHz 8th-generation quad-core processor and a generous 512GB SSD.
15. Apple 12.9in iPad Pro (Wi-Fi, 256GB, 4th-Gen)
Now: £1019 (£50 off)
You can still get £50 off the iPad Pro 12.9, which released earlier this year. Here you're getting the 256GB model, which means it's pricier than the 128GB model (currently £912 at Amazon), but extra storage means you're less likely to find you've run out of space in future. See our full review for more.
16. Apple iPhone 11 Pro (256GB)
Now: £1072.98 (£126.02 off)
The outstanding Apple iPhone 11 Pro is one of the finest iPhones to date. £1072 for this 256GB model isn't as low as its Black Friday/Cyber Monday asking price, but it's still a sizeable amount off.
17. Apple 27in iMac, 3.7GHz six-core, 5K Retina Display, 2TB Fusion Drive (2019)
From: Currys PC World
Now: £1,599 (£650 off)
Save money on the 2019 iMac with this deal from Currys PC World. This was the top-of-the-range six-core 27in model that used to cost £2,249 (the equivalent now costs £2,299).
You also get £40 Microsoft 365 Family with code OFFICESAVE40 and £30 off Microsoft 365 Personal with code OFFICESAVE30. There's also one year of free Apple TV+ included when you buy this iMac.
This model features a 9th generation Intel i5 processor and AMD Radeon Pro 580X graphics. Note that this includes a 2TB Fusion Drive - Apple is now shipping all iMacs with SSDs as standard.
18. Apple iMac Pro, 3.2GHz, 8-core Xeon, 32GB RAM, 1TB SSD, 5K Retina display (late 2017)
From: Currys PC World
Now: £3,299 (£1,600 off)
The iMac Pro hasn't been updated since it was introduced in 2017, but it is still one of the most powerful iMacs. It's also the most expensive iMac - but Currys is offering money off!
Note that this is the 8-core model that Apple discontinued, which means you can now get 10-core model from Apple for £4,999, but this is still a decent deal.
19. Apple 13in MacBook Pro, 2.4GHz, quad-core, 256GB, Silver (2019)
From: Currys PC World
Now: £1,199.97 (£499.03 off)
Here's a saving on the 2019 13in MacBook Pro with 2.4GHz Quad-core processor - it's the 256GB version that would have cost £1,699 at launch, while the newer equivalent retails at £1,799.
20. Apple 27in iMac, 3.1GHz six-core, 10th-gen, 256GB SSD (2020)
Now: £1,646.10 (£183 off)
KRCS has already discounted the new 2020 27in iMac. You can get the 3.1GHz 6-core, 10th-gen, 2020 iMac for £1,646.10 - a really decent discount for such a new model.
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.
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.
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 11 range, iPhone SE, iPhone XS, XS Max, XR, X, iPhone 7, and iPhone Accessories)
- iPad (New iPad Air 10.9in, iPad Pro 11in, iPad Pro 12.9in, 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 New MacBook Air, 13.3in MacBook Air, New MacBook Pro, 16in MacBook Pro)
- iMacs (21.5in, 21.5in Retina 4K, 27in Retina 5K, 27in Retina 5K, iMac Pro, Mac Mini, and iMac 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. See how competitors are reacting
As Prime Day's popularity has grown, other retailers have begun hosting deals events at the same time. This year, with Prime Day happening in October, you might even see retailers kick off pre-Black Friday sales around the same time as Prime Day.
We bring you all of the best Apple deals on Amazon Prime Day from Amazon and beyond here. Our top picks are shown below.
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:
- Carphone Warehouse
- Currys PC World
- John Lewis
- KRCS - Currently has 5% off Mac computers
3. 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.
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.
4. 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.
When is Prime Day 2020?
Prime Day 2020 begun at 00:01 on Tuesday 13 October, and end at 23:59 on Wednesday 14 October.
Last year, Prime Day spanned two days (15-16 July), so it's not surprising that Amazon has chosen to do the same this year. This year's event will mark Amazon's sixth Prime Day.
Amazon kicked off the fun early with some Early Access Deals across its own product lines, including Echo and Kindle.
Why was Prime Day delayed?
The unforeseeable disruptions caused by Covid-19 have permeated through all businesses worldwide, and Amazon is no exception.
The impact of coronavirus hit Amazon's logistical operations especially hard, as reported in CNBC. The mass influx of orders at the peak of the pandemic translated to inventory shortages and delivery delays for customers.
Amazon says it chose to delay the event from July so it could recover from the disruption, while also keeping its staff, selling partners, and customers safe.