Apple reduced its price after you bought? Check the 14 day adjustment policy.
That caveat matters. Accessories from other brands sold in the Apple Store are not the same thing as an Apple-branded product for policy purposes.
Category
Premium tech
Claim route
Apple Store support
How the policy works
Apple may refund the difference when it lowers the price of an eligible Apple-branded product within 14 days of receipt. Third-party accessories are not covered by this policy.
Policy window
14 days
From receipt date
Price scope
Own price only
Only eligible Apple-branded products are covered.
Claim route
Apple Store support
Apple usually handles this through Apple Store sales support or order support, not by sending a generic claim email.
Main proof
Order number and lower-price proof
Capture it while the page is still live.
How to make the claim with Apple
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
Policy watch-outs
Watch-out
Apple limits this policy to Apple-branded products.
Watch-out
Limited-time sales events are excluded.
Watch-out
Some Apple emails expose image identifiers instead of the final shop SKU, so search-based page resolution is part of the flow.
Evidence to have ready
Apple order number
Proof of the lower live Apple price
The matching Apple Store product page
How-to guide
Need the full Apple claim guide?
Follow the deadline, evidence checklist, exclusions, and claim steps in one place.
Key policy points
The 14 day window is measured from the date you receive the product
The item must be Apple-branded and bought directly from Apple
Limited-time price reductions may be excluded
Official policy
Always check the retailer's own policy before you rely on a claim.
We do our best to help, but the retailer's live terms are what count.
Policy details last reviewed April 2026.