Amazon Prime Day 2021: Date, Apple Deals Predictions & More

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Amazon confirmed in an earnings call that Prime Day 2021 will arrive in June. While the exact date remains unconfirmed, it leaves us plenty of time to speculate what to expect when it comes to Apple deals and discounts.

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 AirTags Bluetooth tracker and the luxurious AirPods Max headphones. 

So what can you expect from Prime Day 2021? What will be discounted? And what devices should you grab if you see them on sale? Find out here.

When is Amazon Prime Day?

Amazon confirmed Prime Day will take place in June 2021, which makes it earlier than its usual mid-July date.

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Of course, last year the event was altogether postponed to 13 and 14 October, due to logistical complications caused by the pandemic. The event kicked off the Black Friday and holiday sales season, and Amazon came out a big winner with tripple 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.   

Why was Prime Day 2020 delayed?

The unforeseeable disruptions caused by Covid-19 permeated through all businesses worldwide, and Amazon was no exception.

The impact of coronavirus hit Amazon’s logistical operations especially hard last year, 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 to October so it could recover from the disruption, while also keeping its staff, selling partners, and customers safe.

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.

Amazon has already made its Prime Day 2021 landing page visible, though you can’t see any deals just yet. We’ll be curating the best Apple deals on Prime Day in this article and in even more detail in these articles below:

Prime Day 2021 predictions

While there are no guarantees 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

Amazon hasn’t shied away from discounts on the latest MacBook with M1. It slashed £109 off the MacBook Pro before Christmas 2020 just a few weeks after the devices launched, and has £152 off right now. Similarly, the MacBook Air with the M1 chip also has up to £120 off right now.

We suspect Amazon will drum up these discounts when Prime Day arrives. Here are all retailers in the UK selling the M1 Macbooks and Mac minis.

iPhone 12 & 12 mini deals on Prime Day 2021

Amazon has been dished out record-breaking iPhone 12 discounts in the past few weeks. At one point last month it had up to £100 off both the iPhone 12 and 12 mini. In fact, it still has £100 off the iPhone 12 mini and £75 off the new purple version too (see our full coverage of where to buy the purple iPhone 12 mini). We’re separately looking at the best iPhone 12 mini deals here.

We’re starting to see Amazon scale back on iPhone 12 deals, which may suggest that the retailer will bring those deals back on Prime Day.

See the best iPhone 12 deals across every handset. We’re specifically diving into the best iPhone 12 Pro Max deals here.

iPad Air 4

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).

It’s had up to £132 off the iPad Air 4 64GB with Wi-Fi and Cellular, though that discount has now dropped to £109 – which is still it’s a decent saving. Perhaps Amazon will bring the £130 discount back on Prime Day, or (we hope) reduce the price further.

Apple Watch Series 6 discounts on Prime Day

We’d also suggest keeping an eye on Watch 6 offers. We’ve seen discounts up to £40 off the latest model with other retailers matching. It’s possible Amazon may want to outdo competitors on Prime Day and reduce prices even further. 

Amazon has previously had massive discounts on the Apple Watch Series 5 as well, so watch this space too.

See the best Apple Watch deals across every model.

iTunes gift card – 10% off

Amazon offered a 10% discount on iTunes gift card ahead of last year’s Prime Day, so it’s possible the retailer may bring the deal back this year. We’ve seen the deal crop up on Valentine’s Day this year and other seasonal occasions, so it’s not a far stretch of the imagination to expect the deal to return on Prime Day 2021.

Best Apple Deals right now

1. Apple iPad Pro (2021, M1, 11in)

Now: £734.03  (£15 off)

2. Apple 24in iMac, M1, 8-core CPU, 8-core GPU, 256GB (2021)

Now: £1,376.56  (£72.44 off)

KRCS has a discount on Apple’s 24in iMac with 8-core CPU and 8-core GPU. It normally costs £1,449 in the UK.

3. Apple 24in iMac, M1, 8-core CPU, 7-core GPU, 256GB (2021)

Now: £1,86.55  (£62.45 off)

KRCS is already offering money off Apple’s 24in iMac. This is the entry-level model that normally costs £1,249 in the UK.

4. Apple iPad Air (2020, 64GB)

Now: £529  (£50 off)

5. Apple iPad Air (2020, 64GB, Wi-Fi + Cellular)

Now: £599.97  (£109.03 off)

Amazon has just under £110 off the cellular-equipped Air in silver, which is among the best deals we’ve seen to date. 

6. Apple 13in MacBook Pro, M1, 8-core CPU, 8-core GPU, 256GB (2020)


Was: £1,299

Now: £1,151  (£148 off) has a decent saving on the M1 MacBook Pro with 256GB SSD.

John Lewis also has a similar saving, although are undercutting them by £1 right now. Sometimes Currys has a deal on this model too, but it’s not so good right now.

7. Where to Buy Apple iPad Pro 12.9in & 11in with M1

Now: All UK Retailers

Apple’s new 24in iMac will be available to buy on 30 April. Here’s where you can pick on up.

8. Where to Buy Apple iMac with M1 (2021)

Now: All UK Retailers

Apple’s new 24in iMac will be available to buy on 30 April. Here’s where you can pick on up.

9. Where to buy Apple AirTags

Now: From £29/US$29

After years of rumours, Apple finally launched AirTag at its ‘Spring Loaded’ event on 20 April. Here’s all you need to know about buying one (or four).

10. Apple Watch Series 6 (GPS, 40mm)

Now: £349  (£30 off)

You can now save £30 on the 40mm Apple Watch 6 (GPS) in all colours.

11. Apple iPad Pro 11in (2020, 128GB)

Now: £613.29  (£155.71 off)

Apple has discontinued the 2020 iPad Pro (there’s a new 2021 model to think about) but the tablet is still available from other retailers if you can manage without the M1 chip. This chunky saving from Amazon is worth serious consideration.

12. Apple iPhone 12 mini (64GB)

Now: £599  (£100 off)

£659 was previously the lowest the 12 mini had ever been – but now there’s a whopping £100 off from Amazon. If it sells out, there’s also £75 off from Very and John Lewis. It’s a solid discount on a top-end handset which is only around six months old.

Read our guide to the best iPhone 12 deals for more buying advice.

13. Apple iPhone 12 (64GB)

Now: £708  (£90 off)

Amazon now has the lowest price for the iPhone 12 (64GB) with £90 off.

14. Parallels Desktop 16.5

Now: 10% off  (with code 2KQ-PTG-DYZ)

You can now get 10% off the latest version of Parallels Desktop 16, whether the Standard, Pro, or Business version. Just use code 2KQ-PTG-DYZ at checkout. The offer ends 30 April.

15. Apple Watch Series 6 (44mm, GPS)

Now: £369  (£40 off)

Amazon has £21 off all other colours, but the Product Red (44mm) option now has £40 off! Currys is offering the same model for £388.

16. Apple Watch SE Nike+ Edition (44mm, GPS + Cellular)

From: Currys PC World

Was: £349

Now: £329  (£20 off)

The 44mm Watch SE with GPS and Cellular has £20 off from Currys PC World – one of the best discounts around right now. The offer also include free next day delivery with code FREENEXTDAYDELIVERY at checkout.

The 44mm standard edition also has £10 off from Currys PC World on eBay.

17. Apple iPhone 12 mini, 100GB data & free Nintendo Switch

From: Mobile Phones Direct

Now: £56 per month

Get the iPhone 12 mini and a Nintendo Switch console without any upfront costs from Mobile Phones Direct. The plan offers 100GB of data on Three for £56 per month.

18. Apple iPhone 12 (128GB)

Now: £748.97  (£100 off)

The iPhone 12 has £40 off from a few retailers, in the biggest discount since its launch – but Amazon now has up to £100 off! See the best iPhone 12 deals here.

19. Apple iPhone SE (3GB RAM, 256GB)

Now: £549  (£20 off)

The top storage SKU of Apple’s stellar affordable offering for 2020 – the updated iPhone SE – enjoys a £20 Amazon discount, making it a solid choice amidst Apple’s current smartphone lineup.

Note: Discount varies by colour, check before purchase.

20. Apple iPad (2020, 128GB)

Now: £399.97  (£29.03 off)

Pick up the 8th generation iPad from Amazon with £29 off. This is the lowest price we’re seeing right now. There’s also £29 off from Costco on the 128GB option.

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.

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. See how competitors are reacting

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:

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.

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.

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.

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