Apple's first foldable iPhone
iPhone
iPhone Duo
£1,999UK launch price · 256GB
- 7.6-inch inner foldable OLED display
- 5.4-inch outer cover display
- A20 Pro chip, dual-battery design
Apple release timeline
Apple new releases
Every iPhone, iPad, Mac, Apple Watch, AirPods and more that Apple has launched since 2007, with its UK launch price and what was new. Start with Apple's latest launches, then scroll back to the very first iPhone.
2026
Mac
Mac Studio (M5 Max and M5 Ultra)
£2,499UK launch price · M5 Max
- Neural Accelerators in every GPU core
- Up to 512GB unified memory
- Thunderbolt 5 multi-system clustering
Mac
Mac mini (M6 and M5 Pro, 2026)
£899UK launch price · M6
- M6 or M5 Pro chip
- Wi-Fi 7 and Bluetooth 6
- 2.5Gb Ethernet as standard
iPhone
iPhone 18 Pro Max
£1,299UK launch price · 256GB
- Up to 45 hours video playback
- Variable-aperture main camera
- A20 Pro chip, 2nm process
iPhone
iPhone 18 Pro
£1,199UK launch price · 256GB
- Variable aperture f/1.48-f/4 camera
- A20 Pro chip, 2nm process
- Dual 16-core Neural Engine
Apple Watch
Apple Watch Ultra 4
£749UK launch price · 49mm titanium
- Health Sensing System with 5-second HR
- 50hr battery, 84hr low power
- Readiness Score daily metric
Apple Watch
Apple Watch Series 12
£369UK launch price · 42mm aluminium, GPS
- All-new Health Sensing System
- Continuous heart rate every 5 seconds
- Ceramic Shield 2, S11 chip
AirPods
AirPods (5th generation)
£119UK launch price · standard
- Best-in-class open-ear ANC
- Siri AI with personal context
- Live Translation via stem gesture
AirPods
AirPods Max 2
£499UK launch price · over-ear, any colour
- H2 chip, 1.5x more effective ANC
- Adaptive Audio
- Live Translation via Apple Intelligence
Display
Studio Display and Studio Display XDR (2026)
£1,499UK launch price · Studio Display
- Studio Display XDR: mini-LED, 120Hz
- Thunderbolt 5 connectivity on both
- Enhanced 12MP camera, 6-speaker audio
Mac
MacBook Air (M5)
£1,099UK launch price
- 512GB base storage (doubled)
- Apple M5 chip
- 13-inch and 15-inch sizes
iPhone
iPhone 17e
£599UK launch price · 256GB
- Base storage doubled to 256GB
- 48MP Fusion camera, 2x tele
- Ceramic Shield 2 durability
iPad
iPad Air (M4)
£599UK launch price · 11-inch, Wi-Fi, 128GB
- M4 chip
- Up to 30% faster than M3
- Same 11/13-inch sizes as M3
The first Mac laptop built on an A-series (iPhone-class) chip instead of M-series
Mac
MacBook Neo
£599UK launch price · 13-inch
- Apple A18 Pro chip
- Fanless 13-inch design
- Four colour options
Mac
MacBook Pro 14-inch and 16-inch (M5 Pro / M5 Max)
£2,199UK launch price
- M5 Pro and M5 Max chips
- 14-inch and 16-inch sizes
- Liquid Retina XDR display
AirTag
AirTag 2
£29UK launch price
- Second-gen Ultra Wideband chip
- 50% farther Precision Finding range
- Apple Watch Precision Finding support
2025
Vision Pro
Apple Vision Pro (M5)
£3,199UK launch price
- M5 chip replaces M2
- Dual Knit Band comfort strap
- Longer battery life
Mac
MacBook Pro 14-inch (M5)
£1,599UK launch price · Base M5, 14-inch
- Apple M5 chip
- 14-inch Liquid Retina XDR
- Speed bump over M4 generation
iPad
iPad Pro 13-inch (M5)
£1,299UK launch price · 13-inch, Wi-Fi, 256GB
- M5 chip with Neural Accelerators
- Wi-Fi 7 support added
- Power adapter no longer included
iPad
iPad Pro 11-inch (M5)
£999UK launch price · 11-inch, Wi-Fi, 256GB
- M5 chip with Neural Accelerators
- Wi-Fi 7 support added
- Power adapter no longer included
iPhone
iPhone 17 Pro Max
£1,199UK launch price · 256GB
- Largest-ever Pro Max battery
- 8x optical-quality zoom telephoto
- Vapour-chamber cooled aluminium unibody
iPhone
iPhone 17 Pro
£1,099UK launch price · 256GB
- Vapour-chamber cooled aluminium unibody
- 8x optical-quality zoom telephoto
- Centre Stage 18MP front camera
iPhone
iPhone Air
£999UK launch price
- 5.6mm thick, thinnest iPhone yet
- Titanium frame, single rear camera
- Replaced the Plus model
iPhone
iPhone 17
£799UK launch price
- 120Hz ProMotion on a non-Pro first
- Base storage doubled to 256GB
- A19 chip, 48MP dual camera
Apple Watch
Apple Watch Ultra 3
£749UK launch price · 49mm titanium
- First Apple Watch with satellite connectivity
- Largest Apple Watch display ever
- Up to 42hr battery, 5G cellular
Apple Watch
Apple Watch Series 11
£369UK launch price · 42mm aluminium, GPS
- Hypertension notifications
- Sleep score metric
- Up to 24hr battery, faster charging
Apple Watch
Apple Watch SE 3
£219UK launch price · 40mm aluminium, GPS
- Always-On display added to SE line
- S10 chip, 2x faster charging
- Sleep apnea notifications, sleep score
AirPods
AirPods Pro 3
£219UK launch price · with wireless charging case
- First AirPods with heart rate sensing
- World's best in-ear ANC (H2 chip)
- Live Translation for conversations
Mac
Mac Studio (M4 Max and M3 Ultra)
£2,099UK launch price · M4 Max
- M4 Max or M3 Ultra chip
- Up to 512GB unified memory
- Thunderbolt 5 ports added
Mac
MacBook Air (M4)
£999UK launch price · 13-inch
- Apple M4 chip
- New Sky Blue colour
- Same starting price as M3
iPad
iPad Air (M3)
£599UK launch price · 11-inch, Wi-Fi, 128GB
- M3 chip
- New Magic Keyboard with function row
- Same 11/13-inch sizes as M2
iPad
iPad (A16)
£329UK launch price · Wi-Fi, 128GB
- A16 chip replaces A14
- Storage doubled to 128GB base
- Apple Intelligence support
iPhone
iPhone 16e
£599UK launch price · 128GB
- Apple-designed C1 modem debut
- 48MP Fusion camera, 2x tele
- Apple Intelligence built in
2024
Mac
MacBook Pro 14-inch and 16-inch (M4, M4 Pro, M4 Max)
£1,599UK launch price · 14-inch base M4
- Base RAM doubled to 16GB
- 12MP Centre Stage camera
- Nano-texture display option
Mac
iMac (24-inch, M4, 2024)
£1,299UK launch price
- First M4 chip in iMac
- Price increase over M3 model
- Centre Stage camera added
Mac
Mac mini (M4, 2024)
£599UK launch price · M4, 16GB, 256GB
- Dramatically smaller form factor
- Front-facing USB-C port added
- M4 or M4 Pro chip options
iPad
iPad mini (A17 Pro)
£499UK launch price · Wi-Fi, 128GB
- A17 Pro chip, Apple Intelligence
- Storage doubled to 128GB base
- New blue and purple colours
iPhone
iPhone 16 Pro Max
£1,199UK launch price · 256GB
- A18 Pro chip, Camera Control
- 5x telephoto lens included
- Largest-ever iPhone battery life
iPhone
iPhone 16 Pro
£999UK launch price · 128GB
- A18 Pro, fastest smartphone CPU
- 5x telephoto now on both Pros
- 4K120fps Dolby Vision video recording
iPhone
iPhone 16 Plus
£899UK launch price · 128GB
- Camera Control hardware button
- 6.7-inch display, A18 chip
- Apple Intelligence support from October
iPhone
iPhone 16
£799UK launch price · 128GB
- Camera Control hardware button added
- A18 chip, 6-core CPU
- Apple Intelligence support from October
Apple Watch
Apple Watch Series 10
£399UK launch price · 42mm aluminium, GPS
- Thinnest Apple Watch design yet
- Wide-angle OLED display
- Water depth gauge and temperature sensor
AirPods
AirPods 4 with Active Noise Cancellation
£179UK launch price
- First open-ear AirPods with ANC
- Adaptive Audio & Transparency mode
- Conversation Awareness
AirPods
AirPods (4th generation)
£129UK launch price
- Redesigned open-ear fit
- Personalised Spatial Audio
- Force sensor stem controls
Apple's first spatial computer / mixed-reality headset
Vision Pro
Apple Vision Pro
£3,499UK launch price · 256GB
- visionOS spatial computing
- Micro-OLED displays + EyeSight
- Hand/eye tracking, no controller
First OLED iPad
iPad
iPad Pro 13-inch (M4)
£1,299UK launch price · 13-inch, Wi-Fi, 256GB
- Tandem OLED display
- M4 chip, thinnest Apple product
- Apple Pencil Pro support
iPad
iPad Pro 11-inch (M4)
£999UK launch price · 11-inch, Wi-Fi, 256GB
- Tandem OLED display
- M4 chip, thinnest Apple product
- Apple Pencil Pro support
iPad
iPad Air (M2)
£599UK launch price · 11-inch, Wi-Fi, 128GB
- M2 chip
- New 13-inch size
- Landscape front camera
Mac
MacBook Air (M3)
£1,099UK launch price · 13-inch
- Apple M3 chip
- Supports two external displays
- 13-inch and 15-inch sizes
2023
Mac
MacBook Pro 14-inch and 16-inch (M3, M3 Pro, M3 Max)
£1,699UK launch price · 14-inch base M3
- Apple M3 chip
- Space Black finish introduced
- Brighter Liquid Retina XDR display
Mac
iMac (24-inch, M3, 2023)
£1,399UK launch price · 8-core GPU, 256GB
- First M3 chip in iMac
- Faster Neural Engine
- New Yellow and Blue colours added
iPhone
iPhone 15 Pro Max
£1,199UK launch price · 256GB
- Titanium design, Action Button
- Exclusive 5x telephoto lens
- A17 Pro, 3-nanometer chip
First iPhone with USB-C
iPhone
iPhone 15 Pro
£999UK launch price · 128GB
- Titanium design, lightest Pro ever
- USB-C with USB 3 speeds
- New customisable Action Button
iPhone
iPhone 15 Plus
£899UK launch price · 128GB
- USB-C connector, 6.7-inch display
- Dynamic Island added to Plus
- 48MP main camera sensor
iPhone
iPhone 15
£799UK launch price · 128GB
- USB-C replaces Lightning connector
- Dynamic Island added to non-Pro
- 48MP main sensor, A16 chip
Apple Watch
Apple Watch Ultra 2
£799UK launch price · 49mm titanium
- 3000-nit brightest Apple Watch display
- On-device Siri processing
- Double Tap gesture control
Apple Watch
Apple Watch Series 9
£399UK launch price · 41mm aluminium, GPS
- Double Tap gesture control
- S9 SiP with faster Neural Engine
- 2000-nit brightness, on-device Siri
Mac
Mac Pro (2023)
£7,199UK launch price · Tower Enclosure
- First Apple silicon Mac Pro
- Kept PCIe expansion slots
- Last Intel Mac Pro discontinued
Mac
Mac Studio (M2 Max and M2 Ultra)
£2,099UK launch price · M2 Max, 32GB, 512GB
- M2 Max or M2 Ultra chip
- Up to 192GB unified memory
- Same compact chassis as 2022
Mac
MacBook Air 15-inch (M2)
£1,399UK launch price · 15-inch
- First 15-inch MacBook Air
- Six-speaker sound system
- Apple M2 chip
HomePod
HomePod (2nd generation)
£299UK launch price
- S7 chip with temperature/humidity sensing
- Improved spatial audio
- Matter smart-home support
Mac
MacBook Pro 14-inch and 16-inch (M2 Pro, M2 Max)
£2,149UK launch price
- M2 Pro and M2 Max chips
- HDMI and SD card slot return
- Up to 22-hour battery life
Mac
Mac mini (M2, 2023)
£649UK launch price · M2, 8GB, 256GB
- First M2 chip in Mac mini
- M2 Pro option added
- Lower starting price than M1 model
2022
Apple TV
Apple TV 4K (3rd generation)
£149UK launch price · 64GB Wi-Fi
- A15 Bionic chip
- HDR10+ support
- USB-C Siri Remote, smaller box
iPad
iPad Pro 12.9-inch (6th generation)
£1,249UK launch price · 12.9-inch, Wi-Fi, 128GB
- M2 chip
- Apple Pencil hover detection
- Wi-Fi 6E support
iPad
iPad Pro 11-inch (4th generation)
£899UK launch price · 11-inch, Wi-Fi, 128GB
- M2 chip
- Apple Pencil hover detection
- Wi-Fi 6E support
iPad
iPad (10th generation)
£499UK launch price · Wi-Fi, 64GB
- USB-C replaces Lightning
- All-new flat-edge redesign
- Landscape 12MP front camera
iPhone
iPhone 14 Plus
£949UK launch price · 128GB
- Largest battery life in iPhone
- 6.7-inch Super Retina XDR display
- Released later than rest of range
The first Apple Watch Ultra
Apple Watch
Apple Watch Ultra
£849UK launch price · 49mm titanium
- Rugged titanium case with Action button
- Dual-frequency GPS, 40m dive rating
- Up to 2000-nit display, 36hr battery
AirPods
AirPods Pro (2nd generation)
£249UK launch price · with MagSafe charging case
- H2 chip, 2x more noise cancellation
- Adaptive Transparency mode
- Touch volume control on stem
iPhone
iPhone 14 Pro Max
£1,199UK launch price · 128GB
- Dynamic Island and Always-On display
- A16 Bionic chip, Pro exclusive
- 48MP main camera, larger sensor
First iPhone with Dynamic Island
iPhone
iPhone 14 Pro
£1,099UK launch price · 128GB
- Dynamic Island replaces the notch
- Always-On display, 1Hz refresh
- 48MP main camera, first increase
iPhone
iPhone 14
£849UK launch price · 128GB
- Crash Detection safety feature added
- Photonic Engine improves low-light photos
- A15 Bionic chip, 5-core GPU
Apple Watch
Apple Watch Series 8
£419UK launch price · 41mm aluminium, GPS
- New skin temperature sensor
- Crash Detection
- Low Power Mode (36hr battery)
Apple Watch
Apple Watch SE (2nd generation)
£259UK launch price · 40mm aluminium, GPS
- S8 processor, 20% faster
- Crash Detection added
- Redesigned nylon-composite back case
Mac
MacBook Air (M2)
£1,249UK launch price · 13-inch
- All-new flat-sided design
- MagSafe charging returns
- Notch-housed camera
Mac
MacBook Pro 13-inch (M2)
£1,349UK launch price · CORRECTED: is £1,349, not £1,249
- Apple M2 chip
- Retains Touch Bar design
- Last-ever Touch Bar Mac
The first Mac Studio
Mac
Mac Studio (M1 Max and M1 Ultra)
£1,999UK launch price · M1 Max, 32GB, 512GB
- M1 Max or M1 Ultra chip
- Compact 7.7-inch-square body
- Front USB-C and SD card slot
Display
Studio Display
£1,499UK launch price · Standard glass
- 27-inch 5K Retina display
- 12MP Centre Stage camera
- Six-speaker Spatial Audio
iPad
iPad Air (5th generation)
£569UK launch price · Wi-Fi, 64GB
- M1 chip, first in an Air
- 5G cellular support added
- Centre Stage front camera
iPhone
iPhone SE (3rd generation)
£419UK launch price
- A15 Bionic chip inside
- 5G connectivity added
- Ceramic Shield front cover
2021
Mac
MacBook Pro 14-inch and 16-inch (M1 Pro, M1 Max)
£1,899UK launch price · 14-inch base M1 Pro
- First redesign since 2016
- MagSafe, HDMI, SD card return
- Touch Bar removed
AirPods
AirPods (3rd generation)
£169UK launch price · with Lightning charging case
- Spatial audio with head tracking
- MagSafe charging support
- Force sensor stem controls
Apple Watch
Apple Watch Series 7
£369UK launch price · 41mm aluminium GPS
- Larger, 20% bigger display
- Crack-resistant front crystal
- 33% faster USB-C fast charging
iPhone
iPhone 13 Pro Max
£1,049UK launch price · 128GB
- 120Hz ProMotion display
- Largest ever iPhone battery
- 3x telephoto camera lens
iPhone
iPhone 13 Pro
£949UK launch price · 128GB
- 120Hz ProMotion display
- 3x telephoto camera lens
- Macro photography capability
iPhone
iPhone 13
£779UK launch price · 128GB
- Doubled base storage to 128GB
- A15 Bionic chip inside
- Diagonal dual-camera layout
iPhone
iPhone 13 mini
£679UK launch price · 128GB
- Smallest 5.4-inch 5G iPhone
- A15 Bionic chip inside
- Longer battery life than 12 mini
iPad
iPad mini (6th generation)
£479UK launch price · Wi-Fi, 64GB
- All-screen redesign, no home button
- USB-C replaces Lightning
- Touch ID moved to power button
iPad
iPad (9th generation)
£319UK launch price · Wi-Fi, 64GB
- A13 Bionic chip
- Storage doubled to 64GB base
- 12MP Centre Stage front camera
Mac
iMac (24-inch, M1, 2021)
£1,249UK launch price · 7-core GPU, 256GB
- First Apple silicon iMac (M1)
- New thin, colourful design
- 1080p camera, six-speaker audio
First Apple silicon iPad
iPad
iPad Pro 12.9-inch (5th generation)
£999UK launch price · 12.9-inch, Wi-Fi, 128GB
- M1 chip, first Apple silicon
- Mini-LED Liquid Retina XDR display
- Thunderbolt/USB4 support
iPad
iPad Pro 11-inch (3rd generation)
£749UK launch price · 11-inch, Wi-Fi, 128GB
- M1 chip, same as 12.9-inch
- Thunderbolt/USB4 support added
- 5G cellular option available
Apple TV
Apple TV 4K (2nd generation)
£169UK launch price · 32GB
- A12 Bionic chip
- New Siri Remote with click-pad
- High frame rate HDR
Apple's first item tracker
AirTag
AirTag
£29UK launch price · £29 single / £99 four-pack
- Precision Finding via U1 chip
- Find My network integration
- User-replaceable coin battery
2020
AirPods
AirPods Max
£549UK launch price · over-ear, any colour
- First over-ear Apple headphone
- Dual H1 chips, computational audio
- Spatial audio with head tracking
Mac
MacBook Pro 13-inch (M1)
£1,299UK launch price
- Apple M1 chip
- Up to 20-hour battery life
- Retains Touch Bar
Mac
MacBook Air (M1)
£999UK launch price
- Apple M1 chip
- Fanless redesign
- Longest-ever Air battery life
Mac
Mac mini (M1, 2020)
£699UK launch price · M1, 8GB, 256GB
- First Apple silicon Mac mini
- Same external design as 2018
- Major performance-per-watt gains
HomePod
HomePod mini
£99UK launch price
- S5 chip in compact form
- Intercom across rooms
- Thread smart-home radio
iPhone
iPhone 12 Pro Max
£1,099UK launch price · 128GB
- Largest ever iPhone display
- Biggest camera sensor yet
- Sensor-shift optical stabilisation
iPhone
iPhone 12 mini
£699UK launch price · 64GB
- Smallest 5G smartphone then
- 5.4-inch Super Retina XDR
- Ceramic Shield front cover
iPhone
iPhone 12 Pro
£999UK launch price · 128GB
- LiDAR Scanner for AR/focus
- Pro camera system, 4x zoom
- ProRAW photo format
First 5G iPhone
iPhone
iPhone 12
£799UK launch price · 64GB
- 5G connectivity
- OLED Super Retina XDR display
- Ceramic Shield front cover
iPad
iPad Air (4th generation)
£579UK launch price · Wi-Fi, 64GB
- USB-C connector added
- Touch ID moved to power button
- Design matched 11-inch iPad Pro
Apple Watch
Apple Watch Series 6
£379UK launch price · 40mm aluminium, GPS
- Blood oxygen (SpO2) sensor
- Always-on altimeter
- 2.5x brighter always-on display
iPad
iPad (8th generation)
£329UK launch price · Wi-Fi, 32GB
- A12 Bionic chip upgrade
- Apple Pencil (1st gen) support
- Smart Keyboard compatible
Apple Watch
Apple Watch SE
£269UK launch price · 40mm aluminium, GPS
- Budget-tier Apple Watch debut
- Fall detection carried over
- Family Setup for iPhone-less pairing
Mac
iMac with Retina 5K display (2020)
£1,799UK launch price · 27-inch
- Nano-texture glass option
- 10th-generation Intel processors
- 1080p camera, T2 chip, faster SSDs
Mac
MacBook Pro 13-inch (2020)
£1,299UK launch price · Base quad-core
- Magic Keyboard comes to 13-inch
- Up to 10th-gen quad-core CPU
- Storage doubled
iPhone
iPhone SE (2nd generation)
£419UK launch price · 64GB
- A13 Bionic chip inside
- 4.7-inch Home button design
- Single 12MP camera, Portrait mode
iPad
iPad Pro 12.9-inch (4th generation)
£969UK launch price · 12.9-inch, Wi-Fi, 128GB
- LiDAR scanner for AR
- Trackpad support via Magic Keyboard
- Base storage doubled to 128GB
iPad
iPad Pro 11-inch (2nd generation)
£769UK launch price · 11-inch, Wi-Fi, 128GB
- LiDAR scanner for AR
- Trackpad support via Magic Keyboard
- Base storage doubled to 128GB
Mac
MacBook Air (2020)
£999UK launch price · 256GB
- Magic Keyboard replaces butterfly
- Entry price cut to £999
- Base storage doubled to 256GB
2019
Mac
Mac Pro (2019)
£5,499UK launch price · 8-core tower
- Return to tower form factor
- Lattice-pattern enclosure design
- 1.5TB RAM, 8 PCIe slots
Apple's first 6K professional display
Display
Pro Display XDR
£4,599UK launch price · Standard glass
- 6K Retina XDR resolution
- 1,000-nit sustained, 1,600-nit peak HDR
- 1,000,000:1 contrast ratio
Mac
MacBook Pro 16-inch (2019)
£2,399UK launch price
- New Magic Keyboard (scissor)
- Larger 16-inch Retina display
- Redesigned thermal system
The first AirPods Pro
AirPods
AirPods Pro
£249UK launch price · with wireless charging case
- Active Noise Cancellation
- Adaptive EQ
- Transparency mode
iPad
iPad (7th generation)
£349UK launch price · Wi-Fi, 32GB
- Larger 10.2-inch display
- Smart Keyboard support added
- A10 Fusion chip
iPhone
iPhone 11 Pro Max
£1,149UK launch price · 64GB
- Largest Super Retina XDR display yet
- Triple-camera system with Telephoto lens
- Longest iPhone battery life to date
iPhone
iPhone 11 Pro
£1,049UK launch price · 64GB
- Triple-camera system with Telephoto lens
- Super Retina XDR OLED display
- Night mode for low-light photos
iPhone
iPhone 11
£729UK launch price · 64GB
- Dual Ultra Wide and Wide cameras
- Night mode for low-light photos
- A13 Bionic chip
Apple Watch
Apple Watch Series 5
£399UK launch price · 40mm aluminium, GPS
- Always-On Retina display
- Built-in compass app
- International emergency calling
Mac
MacBook Air (2019)
£1,099UK launch price
- True Tone display added
- Lower starting price
- Same Retina design
iPod
iPod touch (7th generation)
£199UK launch price · 32GB
- A10 Fusion chip
- Group FaceTime support
- Last iPod touch model
Mac
MacBook Pro 13-inch and 15-inch (2019)
£1,749UK launch price · 13-inch Touch Bar
- First 8-core MacBook Pro (15-inch)
- New keyboard materials
- Quieter third-gen keyboard
AirPods
AirPods (2nd generation)
£159UK launch price · with standard charging case
- H1 chip, 50% more talk time
- Hands-free Hey Siri activation
- 2x faster device switching
Mac
iMac Retina 4K 21.5-inch and Retina 5K 27-inch (2019)
£1,249UK launch price · 21.5-inch 4K
- Vega graphics option on 27-inch
- Faster Coffee Lake processors
- True Tone display option added
iPad
iPad Air (3rd generation)
£479UK launch price · Wi-Fi, 64GB
- A12 Bionic chip
- Apple Pencil (1st gen) support
- 7MP front camera upgrade
iPad
iPad mini (5th generation)
£399UK launch price · Wi-Fi, 64GB
- A12 Bionic chip
- Apple Pencil (1st gen) support
- Highest pixel density iPad yet
2018
Mac
MacBook Air (Retina, 2018)
£1,199UK launch price
- Retina display
- Touch ID added
- Apple T2 security chip
First Face ID iPad
iPad
iPad Pro 12.9-inch (3rd generation)
£969UK launch price · 12.9-inch, Wi-Fi, 64GB
- USB-C replaces Lightning
- Edge-to-edge Liquid Retina, no home button
- Second-gen Apple Pencil support
Mac
Mac mini (2018)
£799UK launch price · Core i3, 8GB, 128GB
- Redesigned Space Grey aluminium body
- Apple T2 Security Chip added
- First update since 2014
iPad
iPad Pro 11-inch (1st generation)
£769UK launch price · 11-inch, Wi-Fi, 64GB
- USB-C replaces Lightning
- Edge-to-edge Liquid Retina, no home button
- Second-gen Apple Pencil support
iPhone
iPhone XR
£749UK launch price · 64GB
- 6.1-inch Liquid Retina LCD display
- Six colour finishes including coral
- Single-lens computational Portrait mode
iPhone
iPhone XS Max
£1,099UK launch price · 64GB
- Largest iPhone display at 6.5 inches
- First 7-nanometer A12 Bionic chip
- Dual SIM via nano-SIM plus eSIM
iPhone
iPhone XS
£999UK launch price · 64GB
- First 7-nanometer A12 Bionic chip
- Dual SIM via nano-SIM plus eSIM
- IP68 water resistance rating
Apple Watch
Apple Watch Series 4
£399UK launch price · 40mm aluminium, GPS
- First ECG app on a wearable
- Edge-to-edge Retina display redesign
- Fall detection with emergency SOS
Mac
MacBook Pro 13-inch and 15-inch (2018)
£1,749UK launch price · 13-inch Touch Bar
- True Tone display
- Up to 6-core i9 (15-inch)
- Apple T2 security chip
iPad
iPad (6th generation)
£319UK launch price · Wi-Fi, 32GB
- Apple Pencil support added
- A10 Fusion chip
- First non-Pro iPad with Pencil
Apple's first smart speaker
HomePod
HomePod
£319UK launch price · UK orders opened 26 Jan 2018
- A8 chip driving 7-tweeter array
- Siri-powered smart speaker
- Automatic room-aware audio tuning
2017
Mac
iMac Pro
£4,899UK launch price
- Xeon-W workstation processors
- First Mac with Apple T2 chip
- 10 Gigabit Ethernet standard
First iPhone with Face ID
iPhone
iPhone X
£999UK launch price · 64GB
- Edge-to-edge OLED Super Retina display
- Face ID facial recognition
- No physical home button
iPhone
iPhone 8 Plus
£799UK launch price · 64GB
- Qi wireless charging via glass back
- Dual camera with Portrait Lighting effects
- A11 Bionic six-core chip
iPhone
iPhone 8
£699UK launch price · 64GB
- Qi wireless charging via glass back
- True Tone 4.7-inch Retina HD display
- A11 Bionic six-core chip
Apple Watch
Apple Watch Series 3
£329UK launch price · 38mm aluminium, GPS-only
- First with built-in cellular (LTE)
- Audible Siri responses
- Barometric altimeter
Apple's first 4K set-top box
Apple TV
Apple TV 4K (1st generation)
£179UK launch price · 32GB
- A10X Fusion chip
- 4K HDR10 and Dolby Vision
- First 4K Apple TV
iPad
iPad Pro 12.9-inch (2nd generation)
£769UK launch price · 12.9-inch, Wi-Fi, 64GB
- ProMotion 120Hz display added
- True Tone display added
- A10X Fusion chip upgrade
First ProMotion display
iPad
iPad Pro 10.5-inch
£619UK launch price · 10.5-inch, Wi-Fi, 64GB
- New 10.5-inch size debuts
- ProMotion 120Hz display
- Replaced the 9.7-inch model
Mac
MacBook (Retina, 12-inch, 2017)
- Kaby Lake processors
- Up to 50% faster SSD
- Core i5/i7 options added
Mac
iMac 21.5-inch and Retina 5K 27-inch (2017)
£1,049UK launch price
- Kaby Lake processors across range
- Brighter, wider colour-gamut displays
- VR-capable high-end 5K configs
iPad
iPad (5th generation)
£339UK launch price · Wi-Fi, 32GB
- Cheaper redesign replacing iPad Air line
- A9 chip from iPhone 6s
- Doubled base storage to 32GB
2016
The first AirPods
AirPods
AirPods (1st generation)
£159UK launch price · with charging case
- W1 chip automatic pairing
- Dual optical in-ear sensors
- 24hr total battery with case
The first Mac with Touch Bar and Touch ID
Mac
MacBook Pro 13-inch and 15-inch (2016)
£1,749UK launch price · 13-inch Touch Bar
- Touch Bar debut
- Touch ID on a Mac
- All USB-C / Thunderbolt 3 ports
First iPhone with dual-camera system
iPhone
iPhone 7 Plus
£719UK launch price · 32GB SIM-free
- Dual 12MP wide and telephoto cameras
- 2x optical, 10x digital zoom
- IP67 water and dust resistance
iPhone
iPhone 7
£599UK launch price · 32GB SIM-free
- No 3.5mm headphone jack
- IP67 water and dust resistance
- Pressure-sensitive solid-state home button
Apple Watch
Apple Watch Series 2
£369UK launch price · 38mm aluminium, GPS
- Built-in GPS
- 50m water resistance for swimming
- Dual-core S2, 2x brighter display
Apple Watch
Apple Watch Series 1
£269UK launch price · 38mm aluminium
- S1P dual-core processor
- watchOS 3 support
- Splash-resistant, not waterproof
Mac
MacBook (Retina, 12-inch, Early 2016)
£1,049UK launch price
- Skylake processors
- 25% faster graphics
- New rose gold finish
iPad
iPad Pro 9.7-inch (1st generation)
£499UK launch price · 9.7-inch, Wi-Fi, 32GB
- True Tone display debut
- 4K video recording
- Smaller Pro alternative to 12.9-inch
iPhone
iPhone SE (1st generation)
£359UK launch price · 16GB SIM-free
- Compact 4-inch Retina display
- A9 chip in small body
- 12MP camera with 4K video
2015
The first iPad Pro
iPad
iPad Pro 12.9-inch (1st generation)
£679UK launch price · 12.9-inch, Wi-Fi, 32GB
- Largest iPad screen yet
- A9X chip, 4GB RAM
- Smart Connector accessory port
First Apple TV with an app store
Apple TV
Apple TV HD (4th generation)
- tvOS with App Store debut
- Siri Remote with touch surface
- A8 chip enables native apps/games
Mac
iMac Retina 4K 21.5-inch and Retina 5K 27-inch (Late 2015)
£1,199UK launch price
- First 4K Retina 21.5-inch iMac
- New Magic Keyboard/Mouse/Trackpad
- Wider colour gamut on 5K model
iPhone
iPhone 6s Plus
£619UK launch price · 16GB SIM-free
- 3D Touch pressure-sensitive display
- Live Photos animated captures
- 12MP camera, up from 8MP
iPhone
iPhone 6s
£539UK launch price · 16GB SIM-free
- 3D Touch pressure-sensitive display
- Live Photos animated captures
- 12MP camera, up from 8MP
iPad
iPad mini 4
£319UK launch price · Wi-Fi, 16GB
- As thin as iPad Air 2
- A8 chip, 2GB RAM
- Same-day worldwide launch
iPod
iPod touch (6th generation)
£159UK launch price · 16GB
- A8 chip
- 8MP iSight camera
- Live Photos support
Mac
MacBook Pro 15-inch (Mid 2015)
£1,599UK launch price
- Force Touch trackpad
- AMD Radeon R9 M370X option
- Faster PCIe flash storage
The first Apple Watch
Apple Watch
Apple Watch
£299UK launch price · 38mm aluminium Sport
- Taptic Engine haptic feedback
- Digital Crown navigation
- Built-in heart rate sensor
The first Mac with USB-C, and the first fanless Mac
Mac
MacBook (Early 2015)
£1,049UK launch price
- Fanless design
- Single USB-C port
- Butterfly-mechanism keyboard debut
Mac
MacBook Pro 13-inch (Early 2015)
£999UK launch price
- Force Touch trackpad debut
- Broadwell processor
- Faster flash storage
2014
First Touch ID iPad
iPad
iPad Air 2
£399UK launch price · Wi-Fi, 16GB
- Thinnest iPad ever at 6.1mm
- A8X chip, 2GB RAM
iPad
iPad mini 3
£319UK launch price · Wi-Fi, 16GB
- Touch ID added
- Gold colour option debut
- Same internals as mini 2
Mac
iMac with Retina 5K display (Late 2014)
£1,999UK launch price
- First 5K Retina display on Mac
- 5120x2880 resolution panel
- New timing controller chip for 5K
iPhone
iPhone 6 Plus
£619UK launch price · 16GB SIM-free
- 5.5-inch Retina HD display
- Optical image stabilisation camera
- Landscape home screen UI
iPhone
iPhone 6
£539UK launch price · 16GB SIM-free
- 4.7-inch Retina HD display
- Apple Pay via NFC
- Slimmer rounded aluminium design
2013
Mac
Mac Pro (Late 2013)
£2,499UK launch price
- Cylindrical unified-thermal-core design
- Dual AMD FirePro GPUs standard
- Six Thunderbolt 2 ports
iPad
iPad mini 2
£319UK launch price · Wi-Fi, 16GB
- Retina display added
- A7 chip, 64-bit architecture
- Same resolution as full-size iPad
First iPad Air
iPad
iPad Air
£399UK launch price · Wi-Fi, 16GB
- Dramatically thinner and lighter
- A7 chip, 64-bit architecture
- Bezels shrunk versus iPad 4
Mac
MacBook Pro 13-inch and 15-inch (Late 2013)
£1,099UK launch price · CORRECTED: 13-inch
- Haswell processors
- PCIe flash storage
- Longer battery life
Mac
iMac 21.5-inch and 27-inch (Late 2013)
£1,149UK launch price
- Haswell processors across range
- PCIe flash storage option
- 802.11ac Wi-Fi added
First iPhone with Touch ID
iPhone
iPhone 5s
£549UK launch price · 16GB
- Touch ID fingerprint sensor
- 64-bit A7 chip
- Gold colour option debut
iPhone
iPhone 5c
£469UK launch price · 16GB
- Colourful polycarbonate shell
- Budget iPhone model
- Same A6 chip as 5
Mac
MacBook Air (Mid 2013)
£849UK launch price · CORRECTED: 11-inch
- Haswell processor
- 802.11ac Wi-Fi
- Up to 12-hour battery life
2012
Mac
iMac 21.5-inch and 27-inch (Late 2012)
£1,099UK launch price
- 5mm tapered-edge design
- Full-lamination display, less glare
- Friction-stir-welded aluminium enclosure
iPad
iPad (4th generation)
£399UK launch price · Wi-Fi, 16GB
- Lightning connector introduced
- A6X chip doubled performance
- Just 7 months after iPad 3
First iPad mini
iPad
iPad mini
£269UK launch price · Wi-Fi, 16GB
- 7.9-inch compact design
- Thinner, lighter than full-size iPad
- A5 chip, same as iPad 2
iPod
iPod nano (7th generation)
£129UK launch price · 16GB, sole capacity
- 2.5-inch multi-touch screen
- Bluetooth 4.0 added
- Lightning connector
iPod
iPod touch (5th generation)
£249UK launch price · 32GB at launch
- Taller 4-inch Retina display
- A5 chip + 5MP iSight camera
- Available in multiple colours
iPhone
iPhone 5
£529UK launch price · 16GB, SIM-free price
- Larger 4-inch display
- Lightning connector debut
- Apple A6 chip
Mac
Mac Pro (Mid 2012)
£2,049UK launch price · Quad-core
- USB 3.0 added
- Faster Xeon processors
- Last update to classic tower design
The first Retina Mac, and the first Mac without an optical drive
Mac
MacBook Pro 15-inch (Retina, Mid 2012)
£1,799UK launch price
- Retina display debut
- No optical drive
- MagSafe 2 connector
Mac
MacBook Pro 13-inch and 15-inch (Mid 2012)
£999UK launch price · 13-inch
- Ivy Bridge processors
- USB 3.0 added
- Last non-Retina MacBook Pro
First Retina display iPad
iPad
iPad (3rd generation)
£399UK launch price · Wi-Fi, 16GB
- A5X chip with quad-core graphics
- 5MP iSight camera, 1080p video
Apple TV
Apple TV (3rd generation)
£99UK launch price
- 1080p video output
- A5 chip
- Refreshed simplified interface
2011
iPhone
iPhone 4S
£499UK launch price · 16GB, SIM-free price
- Siri voice assistant debut
- Dual-core A5 chip
- 8-megapixel camera, 1080p video
Display
Thunderbolt Display
£899UK launch price · Only
- First Thunderbolt-connected display
- MagSafe and Gigabit Ethernet passthrough
- FaceTime HD camera and speakers
Mac
MacBook Air (Mid 2011)
£849UK launch price · 11-inch
- Sandy Bridge processors
- Thunderbolt I/O added
- Backlit keyboard returns
Mac
iMac 21.5-inch and 27-inch (Mid 2011)
£999UK launch price
- Thunderbolt port added
- FaceTime HD camera
- Faster Sandy Bridge processors
iPad
iPad 2
£399UK launch price · Wi-Fi, 16GB
- Dual-core A5 chip
- Front and rear cameras added
- Thinner, lighter redesign
Mac
MacBook Pro (Early 2011)
£999UK launch price · 13-inch
- Sandy Bridge processors
- Thunderbolt I/O debut
- Faster discrete graphics
2010
Mac
MacBook Air (Late 2010)
£849UK launch price · 11-inch
- All-new 11/13-inch design
- Solid-state storage only
- Instant-on wake from sleep
iPod
iPod nano (6th generation)
£129UK launch price · 8GB
- 1.54-inch multi-touch square screen
- Clip-on form factor
- Lost camera, speaker and video
Apple TV
Apple TV (2nd generation)
£99UK launch price
- A4 chip, no internal storage
- 80% smaller redesigned box
- Netflix streaming support
iPod
iPod shuffle (4th generation)
£39UK launch price · 2GB, sole capacity
- Clickwheel controls return
- VoiceOver in 29 languages
- Last iPod shuffle model
Mac
Mac Pro (Mid 2010)
£1,999UK launch price
- Westmere Xeon processors
- Six-core CPU option
- Mac Pro Server model introduced
Mac
iMac 21.5-inch and 27-inch (Mid 2010)
£999UK launch price
- Core i3/i5/i7 options added
- Improved AMD graphics
- Thinner side profile
Display
LED Cinema Display (27-inch)
- 27-inch 2560x1440 resolution
- Replaced 24-inch and 30-inch models
- MagSafe, USB and FireWire passthrough
First iPhone with Retina display
iPhone
iPhone 4
£499UK launch price · 16GB, SIM-free price
- Retina display
- Front-facing FaceTime camera
- Stainless steel design
The first iPad
iPad
iPad
£429UK launch price · Wi-Fi, 16GB
- 9.7-inch multi-touch display
- 10-hour battery life
- Launched with iBooks store
Mac
MacBook (Mid 2010)
- Faster Core 2 Duo CPU
- Improved battery life
- Final consumer MacBook refresh
Mac
MacBook Pro (Mid 2010)
£999UK launch price · 13-inch
- Core i5/i7 options (15/17-inch)
- Improved battery life
- Faster integrated/discrete graphics
2009
Mac
iMac 21.5-inch and 27-inch (Late 2009)
£949UK launch price
- New 21.5-inch and 27-inch sizes
- LED-backlit edge-to-edge glass
- Slot-loading optical drive
Mac
MacBook (Late 2009)
£799UK launch price
- White polycarbonate unibody
- LED-backlit display
- Multi-touch trackpad added
iPod
iPod nano (5th generation)
£115UK launch price · 8GB
- Built-in video camera
- FM radio with live pause
- Nike+iPod pedometer support
iPod
iPod classic (2009 refresh, 160GB)
£189UK launch price
- 160GB single-platter drive
- Genius Mixes added
- Final iPod classic revision
iPhone
iPhone 3GS
£440UK launch price
- Twice the speed of 3G
- Video recording capability
- Digital compass built in
Mac
MacBook Air (Mid 2009)
£1,149UK launch price
- Faster processor
- Price cut
- Improved integrated graphics
Mac
MacBook Pro 13-inch, 15-inch and 17-inch (Mid 2009)
£899UK launch price · 13-inch
- 13-inch joins unibody design
- SD card slot added
- Built-in battery, longer life
iPod
iPod shuffle (3rd generation)
£59UK launch price
- VoiceOver announces track/artist
- All controls moved to earbud cable
- First multi-playlist shuffle
Mac
Mac Pro (Early 2009)
£1,899UK launch price
- Nehalem Xeon processors
- Redesigned expansion architecture
- Faster memory bandwidth
Mac
MacBook Pro 17-inch (Early 2009)
£1,949UK launch price
- First 17-inch unibody design
- Built-in non-removable battery
- Up to 8 hours battery life
2008
Mac
MacBook Pro 15-inch (Unibody, Late 2008)
£1,399UK launch price
- First unibody MacBook Pro
- Aluminium enclosure
- Glass Multi-Touch trackpad
Mac
MacBook (Aluminium Unibody, Late 2008)
£949UK launch price
- First unibody consumer MacBook
- Aluminium enclosure
- Glass trackpad added
Display
LED Cinema Display (24-inch)
£649UK launch price
- First LED-backlit Apple display
- Mini DisplayPort introduced
- Built-in iSight camera and speakers
iPod
iPod classic (2008 refresh, 120GB)
£179UK launch price · 120GB - CORRECTED from £189
- 120GB storage capacity
- Genius playlists added
- Black or silver finish
iPod
iPod touch (2nd generation)
£169UK launch price · 8GB
- Slimmer curved-back design
- Physical volume buttons
- Built-in speaker added
iPod
iPod nano (4th generation)
£109UK launch price · 8GB
- Curved 'fatty' aluminium body
- Accelerometer for shake-to-shuffle
- Nine colour options
iPhone
iPhone 3G
£299.99UK launch price · 8GB, PAYG/SIM-free UK price
- 3G mobile broadband support
- Built-in GPS
- App Store support
The first MacBook Air
Mac
MacBook Air
£1,199UK launch price
- Thinnest notebook at launch
- Full-size keyboard, no optical drive
- Multi-touch trackpad debut
Mac
Mac Pro (Early 2008)
£1,749UK launch price
- Eight-core configuration option
- Faster FB-DIMM memory
- Bluetooth 2.0+EDR added
2007
The first iPhone
iPhone
iPhone
£269UK launch price · 8GB, on O2 18-month contract
- Multi-touch touchscreen interface
- Visual voicemail
- Combined iPod, phone and browser
Mac
MacBook (Late 2007)
- Santa Rosa chipset
- Faster Core 2 Duo CPU
- Faster front-side bus
First touchscreen iPod
iPod
iPod touch (1st generation)
£199UK launch price · 8GB
- 3.5-inch Multi-Touch display
- Wi-Fi with Safari and YouTube
iPod
iPod classic (2007, 80GB)
£159UK launch price · 80GB
- 'Classic' name introduced
- Anodised aluminium front
- New Cover Flow interface
iPod
iPod nano (3rd generation)
£99UK launch price · 4GB
- Wider 'fat nano' body
- 2-inch screen with video playback
- Cover Flow interface
Mac
iMac (Mid 2007)
£799UK launch price
- All-aluminium enclosure design
- Built-in iSight camera and mic
- 20-inch and 24-inch sizes
Mac
MacBook Pro (Mid 2007)
£1,299UK launch price · CORRECTED: 15-inch 2.2GHz
- Santa Rosa chipset
- Faster Core 2 Duo CPU
- LED-backlit 15-inch option
Apple's first TV set-top box
Apple TV
Apple TV (1st generation)
£199UK launch price
- Streams iTunes library over Wi-Fi
- 720p HDMI output
- 40GB or 160GB hard drive
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