Apple lowered its price after you bought? Check whether you can claim the difference.
Apple's UK adjustment policy is limited to Apple-branded products bought directly from Apple. That distinction matters for accessories made by other brands.
How the guarantee works
Apple may refund the difference when it reduces the price of an eligible Apple-branded product within 14 days of receipt. Third-party products are not covered by this adjustment policy.
Window
Usually 14 days from receipt date
Route
Apple Store support
Want us to watch the price?
Forward your Apple receipt and we'll keep track of the deadline.
Forward your Apple Store receipt email
We identify the item and keep an eye on the live Apple price
If the product is Apple-branded and the price drops, review the amount and act inside the window
At a glance
Apple may refund the difference when it reduces the price of an eligible Apple-branded product within 14 days of receipt. Third-party products are not covered by this adjustment policy.
How long you usually have
Usually 14 days from receipt date
What to keep ready
Apple order number and proof of the lower live Apple price
How you usually claim
Apple Store support
How to make the claim
Step 1
Open Apple contact or Apple Store help and choose Apple Online Store support.
Step 2
Use your Apple order number and the lower live Apple price for the same Apple-branded item.
Step 3
Keep a note of the advisor or case reference once the request is logged.
Apple usually handles this through Apple Store sales support or order support, not by sending a generic claim email.
The important caveat is still that the product needs to be Apple-branded. Keep your Apple order number and the lower live Apple Store price ready before you call.
Apple Store sales support: 0800 048 0408
Before you make a claim
Confirm the purchase was made directly from Apple and the product is Apple-branded
Work from the date you received the product, not only the order date
Check exclusions for limited-time reductions and keep your Apple order number ready
Common questions
Does this cover every product sold by Apple?
No. The important watch-out is that Apple limits this to Apple-branded products, not every accessory in the store.
How long do you usually have with Apple UK?
Usually 14 days from receipt date, which gives more room than some 7 day retailers but still not forever.
Retailer page
Want the shorter support-page version for Apple?
The retailer page keeps the overview shorter. This guide is the practical claim-focused version.
Official route
Retailer policies and contact routes can change.
Use this guide to prepare, then check the retailer's current policy before submitting.
Useful next checks
Before you contact Apple, confirm the deadline, save the live lower price, and check that the comparison is genuinely like for like.