Whether you're after a HomePod, an iPhone or iPad, the excellent Apple TV 4K, or a new pair of AirPods or Beats headphones, you might as well get the cheapest price.
Apple doesn't make a habit of big discounts, but it's always worth shopping around for the best iPhone deals as you can nearly always get a few quid off here and there.
There's currently a tidy saving on the HomePod, a cheap price on AirPods and big discounts on Beats headphones and earbuds.
Ubiquity appears to have fostered acceptance, and AirPods no longer draw the slightly mocking glances they once did. And putting the styling pros and cons to one side, you’ll find that the AirPods are an absolute marvel in terms of tech. Even after two years since release, they still stand alone in terms of reliability and miniaturisation. For this price, they're a pretty good deal for iPhone users.
The HomePod is our favourite smart speaker. It may, predictably, be incredibly Apple-centric, almost wholly reliant on an iPhone and Apple Music account, but it also delivers superb sound considering the size and money. A weighty sound and compact styling, and Siri's slowly-improving skills, make for an enticing package for Apple lovers.
Apple TV 4K
The latest Apple TV box sees Apple embracing 4K and HDR – great news, because it shines a light on specs that we want to see become as popular as possible. What’s more, the Apple TV 4K box itself brings with it a whole load of 4K HDR movies to streaming for the first time. This box delivers all the key UK catch-up TV services, the biggest library of 4K HDR films, Dolby Atmos – and great, all-round performance. Recommended.
Apple iPhone XS
The new iPhone XS doesn’t represent a seismic shift like its predecessor but it does still come with a smattering of upgrades. There's a gold finish and upgraded rear glass, a new 5.8in Super Retina OLED screen promising 60% greater dynamic range than the iPhone X, and the zippy new A12 Bionic chip. The battery life has been bumped by 30 minutes, the speakers have been given a 'wider stereo sound' and there's a new Smart HDR camera mode. Enough for an upgrade from the iPhone X? Possibly not for casual users, but power users will be tempted by the faster processor and upgraded camera.
iPhone XS Max
Like the sound of the XS but want a bigger screen? The iPhone XS Max is for you. It's the biggest-ever iPhone, with a whopping 6.5in OLED screen. The bezels have been reduced, allowing Apple to squeeze a super-size screen on to a handset the size of the iPhone 8 Plus. The XS Max gets a bigger battery, too, claiming an extra hour of life over the new XS (90 minutes compared to the iPhone X). And that's about your lot for differences. The choice, is yours.
The 'cheap' iPhone has arrived - and it's not that cheap. It's certainly cheaper than the flagship models, though, and with the XR sharing many of the same features, may prove to be a popular choice. Available in a range of colours, the iPhone XR has the older glass and aluminium design and feels chunkier as a result. It has a 6.1in screen, crucially using LCD rather than OLED technology - hence the cheaper price tag. The camera is a lower spec, too, with a single sensor rather than the two on the XS models. The new A12 chip is here, though, and it promises a battery as long-lasting as the XS Max.
The iPad Pro is a productivity powerhouse, with performance that’s on a par with some laptop PCs. Skinny bezels and a superb display make it a fine choice, whichever screen size you choose (10.5in or 12.9in). You can connect a Smart Keyboard or use an Apple Pencil (both cost extra) and thanks to the rapid 64-bit A10X Fusion CPU chip, everything works smoothly. You can choose 64GB, 256GB and 512GB versions, with just WiFi or added cellular connectivity. The screen is great, sound is good from the speakers or the headphone connection, and thanks in no small part to iOS, this is simply the best tablet on the market.
Beats by Dr. Dre has been a subsidiary of Apple since 2014 and their popular headphones and earbuds are probably the strongest rivals to AirPods when it comes to sheer ubiquity. We may not find them class leaders in terms of sound quality, but they're no doubt among the more stylish pairs out there and feature some of the most interesting wireless technology courtesy of Apple's own W1 Bluetooth chip. There is always discounts to be had on Beats' wide range of headphones, from the sporty in-ears to both the budget and premium on-ears.
A round-up of the cheapest prices on several models can be found below.