Black Friday 2026 deals are not live yet. This US-focused guide uses verified Black Friday 2025 prices as benchmarks, then compares them with Apple’s listed models and prices seen on August 18, 2026. Use the benchmarks to judge future offers; prices, inventory and retailer terms can change without notice.
In 2025, Amazon, Walmart and Best Buy generally delivered larger immediate discounts than Apple. Apple’s own seasonal offer was typically an Apple Gift Card rather than a lower checkout price. The strongest historical benchmarks were AirPods Pro 2 near $139, AirPods 4 near $69, the M4 MacBook Air near $749 and Apple Watch Series 10 near $249.
Black Friday 2025 price benchmarks
These are historical US promotional prices, not live offers. Savings are calculated against the reference prices reported at the time, not necessarily Apple’s current MSRP.
| Product | 2025 benchmark | Reported saving or context | Source |
|---|---|---|---|
| AirPods Pro 2 | About $139 | Major Walmart promotion; reported near-record low | 9to5Mac |
| AirPods 4 | About $69 | Walmart Black Friday week promotion | 9to5Mac |
| M4 MacBook Air | About $749 | About $250 below its then-$999 starting price | Macworld |
| M4 MacBook Pro | Up to about $300 off | Selected configurations only | Macworld |
| Apple Watch Series 10 | About $249 | Reported Amazon all-time low for a configuration | 9to5Mac |
| Apple Watch SE 3 | About $50 off | Model, case and retailer determined the final price | 9to5Mac |
| Apple Watch Ultra 2 | Up to about $200 off | Varied by size, finish, band and retailer | 9to5Mac |
| AirTag | About $18 | Selected listings; single and four-pack prices differed | 9to5Mac |
The original Tom’s Guide page is a 2025 article and its headline says “21” while its URL says “19.” Neither number should be treated as a current count of live deals: see the dated article.
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#1 Best Overall
- REBUILT FOR COMFORT — AirPods 4 have been redesigned for exceptional all-day comfort and greater stability. With a refined contour, shorter stem, and quick-press controls for music or calls.
- PERSONALIZED SPATIAL AUDIO — Personalized Spatial Audio with dynamic head tracking places sound all around you, creating a theater-like listening experience for music, TV shows, movies, games, and more.*
- IMPROVED SOUND AND CALL QUALITY — AirPods 4 feature the Apple-designed H2 chip. Voice Isolation improves the quality of phone calls in loud conditions. Using advanced computational audio, it reduces background noise while isolating and clarifying the sound of your voice for whomever you’re speaking to.*
- MAGICAL EXPERIENCE — Just say “Siri” or “Hey Siri” to play a song, make a call, or check your schedule.* And with Siri Interactions, now you can respond to Siri by simply nodding your head yes or shaking your head no.* Pair AirPods 4 by simply placing them near your device and tapping Connect on your screen.* Easily share a song or show between two sets of AirPods.* An optical in-ear sensor knows to play audio only when you’re wearing AirPods and pauses when you take them off. And you can track down your AirPods and Charging Case with the Find My app.*
- LONG BATTERY LIFE — Get up to 5 hours of listening time on a single charge. And get up to 30 hours of total listening time using the case.*
Apple’s lineup and price signals on August 18, 2026
Apple’s US pages showed the following starting-price signals. Category pages and the main store did not always agree, so open the configured product page before relying on a price.
| Product | Apple price signal | Important qualification |
|---|---|---|
| AirPods Pro 3 | $249 | Apple accessories listing |
| AirPods 4 with Active Noise Cancellation | $179 | Apple accessories listing |
| MacBook Neo | $599 on the main store; $699 on the Mac buying page | Resolve the configuration discrepancy on the product page |
| MacBook Air with M5 | $1,099 on the main store; $1,299 on the Mac buying page | Starting price differed by page |
| MacBook Pro M5 family | $1,699 on the main store; $1,999 on the Mac buying page | Chip, memory and storage change the price |
| Apple Watch SE 3 | From $249 | GPS and cellular versions differ |
| Apple Watch Series 11 | From $399 | Case, size, band and connectivity affect price |
| Apple Watch Ultra 3 | From $799 | Premium case and band configurations cost more |
Check Apple’s US store, Mac buying page, Watch buying page and accessories page for the exact configuration.
Which Apple deals deserve priority?
AirPods: compare generation and charging case
Older products usually receive the largest percentage reductions. A deeply discounted AirPods Pro 2 can be better value than a small reduction on AirPods Pro 3 if you need active noise cancellation and the older model’s features meet your needs. Check USB-C versus Lightning, wireless charging, hearing-related features and regional availability. Earbud returns may be restricted after opening for hygiene reasons.
- Budget: AirPods 4; the 2025 benchmark was about $69.
- Noise cancellation: AirPods Pro 2 clearance can be compelling near the $139 historical benchmark.
- Current premium: AirPods Pro 3 listed at $249, with any Black Friday reduction needing comparison against that exact model.
- Over-ear: Treat AirPods Max 2 as a separate category; a lower price does not make it equivalent to in-ear Pro models.
MacBook Neo, Air and Pro
MacBook Neo is the entry point. MacBook Air is the default choice for most people, while MacBook Pro is justified by sustained professional workloads. Compare M5 models with discounted M4 stock rather than judging only the dollar saving.
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Rank #2
- WORLD’S BEST IN-EAR ACTIVE NOISE CANCELLATION — Removes up to 2x more unwanted noise than AirPods Pro 2* so you can stay fully immersed in the moment.*
- BREAKTHROUGH AUDIO PERFORMANCE — Experience breathtaking, three-dimensional audio with AirPods Pro 3. A new acoustic architecture delivers transformed bass, detailed clarity so you can hear every instrument, and stunningly vivid vocals.
- HEART RATE SENSING — Built-in heart rate sensing lets you track your heart rate and calories burned for up to 50 different workout types.* With iPhone, you will have access to the Move ring, step count, and the new Workout Buddy,* powered by Apple Intelligence.*
- LIVE TRANSLATION — Communicate across language barriers using Live Translation,* enabled by Apple Intelligence.*
- EXTENDED BATTERY LIFE — Get up to 8 hours of listening time with Active Noise Cancellation on a single charge. Or up to 10 hours in Transparency using the Hearing Aid feature.*
- Record chip generation, unified memory, SSD capacity, display size, ports and external-display support.
- Check whether the listing is new, Apple-certified refurbished, open-box or renewed.
- An 8GB/256GB configuration can be a poor long-term value even when its headline discount is large.
- The 2025 M4 Air benchmark was about $749; selected M4 Pro configurations reached roughly $300 off.
Apple’s certified refurbished products include a one-year warranty when purchased through Apple’s program. Trade-in, education pricing and financing are alternatives, not cash discounts: Apple Mac options.
Apple Watch: choose the right connectivity
SE 3 is the budget model, Series 11 is the mainstream option and Ultra 3 targets outdoor and endurance use. GPS models rely more on a nearby iPhone. GPS + Cellular costs more and normally requires a compatible carrier plan with recurring fees.
- Compare case size, aluminum versus titanium, band compatibility and battery requirements.
- Do not treat Series 10 and Series 11, or Ultra 2 and Ultra 3, as interchangeable.
- Solo Loop-style bands require accurate sizing.
Apple’s configuration page distinguishes GPS and cellular pricing and supported carriers: view an example Series 11 configuration.
iPad, AirTag and accessories
For iPad, start with the base model for general use, iPad Air for longer-term performance, mini for portability and Pro only when its display or sustained performance is necessary. Add the cost of Pencil, keyboard, storage and cellular service before calling a discount worthwhile.
Rank #3
- REBUILT FOR COMFORT — AirPods 4 have been redesigned for exceptional all-day comfort and greater stability. With a refined contour, shorter stem, and quick-press controls for music or calls.
- ACTIVE NOISE CANCELLATION — AirPods 4 with Active Noise Cancellation help reduce outside noise before it reaches your ears, so you can immerse yourself in what you’re listening to.*
- HEAR THE WORLD AROUND YOU — The powerful H2 chip comes to AirPods 4. Adaptive Audio seamlessly blends ANC and Transparency mode — which lets you comfortably hear and interact with the world around you exactly as it sounds — to provide the best listening experience in any environment.* And when you’re speaking with someone nearby, Conversation Awareness automatically lowers the volume of what’s playing.*
- IMPROVED SOUND AND CALL QUALITY — Voice Isolation improves the quality of calls in loud conditions. Using advanced computational audio, it reduces background noise while isolating and clarifying the sound of your voice for whomever you’re speaking to.*
- MAGICAL EXPERIENCE — Just say “Siri” or “Hey Siri” to play a song, make a call, or check your schedule.* And with Siri Interactions, now you can respond to Siri by simply nodding your head yes or shaking your head no.* Pair AirPods 4 by simply placing them near your device and tapping Connect on your screen.* Easily share a song or show between two sets of AirPods.* An optical in-ear sensor knows to play audio only when you’re wearing AirPods and pauses when you take them off. And you can track down your AirPods and Charging Case with the Find My app.*
AirTag discounts matter most on a four-pack when you actually need multiple trackers. The 2025 benchmark was about $18 for selected listings. Also compare Apple Pencil, charging accessories, cables, adapters and Watch bands, but keep refurbished and open-box items separate from new stock.
Apple or Amazon, Walmart and Best Buy?
| Buying route | Advantages | Risks or limits |
|---|---|---|
| Apple | Direct support, custom configurations, trade-in, engraving where eligible, financing and certified refurbished products | Usually fewer immediate cash reductions; gift-card promotions defer the value |
| Amazon, Walmart or Best Buy | Immediate markdowns, price matching, early events and previous-generation clearance | Marketplace sellers, membership pricing, mixed condition listings, changing inventory and different returns |
Retailer comparisons from 2025 consistently identified Amazon, Walmart and Best Buy as major sources of direct discounts. Verify that the seller is the retailer itself or an authorized seller, and check fulfillment, warranty and return terms.
Apple Gift Card versus a cash discount
Apple’s gift-card promotions are not an instant reduction in the amount charged. A $100 card is worth $100 only if you will use it for an eligible Apple purchase or service. Apple states that gift cards are subject to promotional restrictions, generally stay within the relevant US Apple ecosystem and cannot usually be exchanged for cash: Apple Gift Card terms.
Use this comparison: effective value = immediate discount + realistic value of the gift card. Do not subtract the card from the product price when ranking cash deals.
Rank #4
- Automatically on, automatically connected
- Easy setup for all your Apple devices
- Quick access to Siri by saying “Hey Siri”
- Double-tap to play or skip forward
- New Apple H1 headphone chip delivers faster wireless connection to your devices
How to verify a Black Friday Apple deal
- Record the exact model, chip, memory, storage, case, band and connectivity.
- Compare the checkout price with recent non-sale prices and a reputable price-history record.
- Confirm new, refurbished, open-box or renewed condition.
- Identify the seller, fulfillment method and warranty.
- Check whether a coupon, membership, trade-in or financing is required.
- Calculate shipping and sales tax; check whether activation or a carrier plan changes the cost.
- Read the holiday return window and hygiene restrictions for opened earbuds.
- Save the price and timestamp because listings can change between publication and checkout.
When to buy and when to wait for Black Friday 2026
Buy when
- The exact configuration is at or near a verified historical low.
- The model is current enough for your expected ownership period.
- The seller has a reliable return policy and clear warranty.
- You need the device before the November sales period.
Wait when
- The reduction is only 5–10% on a product that often falls further.
- The listing is an old generation with unclear support life.
- The price depends on costly membership, financing or an uncertain coupon.
- The product refresh is imminent or the condition is not clearly new.
- The offer is only a gift card and you want an immediate cash reduction.
Cyber Monday can repeat or extend Black Friday pricing, but limited configurations may sell out. Treat any 2026 forecast as an estimate until a retailer publishes the exact offer.
Frequently Asked Questions
Are Apple products cheaper at Apple or Amazon?
For immediate cash savings, Amazon, Walmart and Best Buy historically offered deeper Black Friday markdowns. Apple can be preferable for custom configurations, direct support, trade-in and certified refurbished products, while its seasonal gift card defers the value.
Should I buy an M4 MacBook when M5 is available?
Buy the M4 only when its exact memory, storage, ports, display and warranty meet your needs and the price is substantially below comparable M5 stock. A larger discount alone does not make an obsolete configuration the better value.
Is an Apple Gift Card as good as a discount?
No. It is deferred store credit. Treat it as full value only if you will definitely make another eligible Apple purchase and its restrictions suit you.
Best Value
- Active Noise Cancellation blocks outside noise, so you can immerse yourself in music
- Transparency mode for hearing and interacting with the world around you
- Spatial audio with dynamic head tracking places sound all around you
- Adaptive EQ automatically tunes music to your ears
- Three sizes of soft, tapered silicone tips for a customizable fit
Should I buy a GPS or cellular Apple Watch?
GPS is cheaper and suits people who usually carry an iPhone. Cellular adds upfront and recurring carrier costs but enables more independence from the phone; confirm carrier support before buying.
Are refurbished Apple products safe?
Apple-certified refurbished products are a distinct category and include a one-year warranty. Marketplace renewed and open-box products have different sellers, warranties and return rules, so do not rank them with new products.
The Bottom Line
Use the 2025 figures as thresholds, not promises: roughly $139 for AirPods Pro 2, $69 for AirPods 4, $749 for an M4 MacBook Air and $249 for Apple Watch Series 10 were standout benchmarks. For Black Friday 2026, compare the exact configuration, seller, condition and total checkout cost, and treat Apple Gift Cards separately from real cash savings.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
