Amazon’s 2026 Prime Day enters its final 24‑hour stretch, and Apple gear dominates the discounts. Prime Day pricing trims the MacBook Neo to $590, a $110 cut before Apple’s price hike takes effect. AirPods Pro 3 drop to $179, a $70 reduction, while the new Apple Watch Series 11 and Ultra 3 sit up to $150 off.

Meanwhile, M5 Pro and M5 Max MacBook Pro models flash discounts as steep as $850 beneath Apple’s revised MSRP. A 14‑inch M5 Pro 24 GB/2 TB configuration now sells for $2,399 versus a $2,999 list, while the top‑end M5 Max 36 GB/2 TB reaches $3,299, shaving $800+ off. These deals vanish quickly as inventory drains.

Even the M5 MacBook Air sees a $450 dip, with the 13‑inch 16 GB/1 TB model priced at $1,149 versus a $1,599 Apple listing. Combined with record‑low Magic Keyboard with Touch ID and all‑time cheap Magic Mouse, the sale pressures Apple’s margin in a tight market. Shoppers must act now or miss the deepest Apple discounts of the year.

Amazon’s aggressive pricing undercuts Apple’s newly announced price hikes across its MacBook and iPad lines, forcing the retailer to become the primary source for affordable Apple hardware this season. The rush underscores how price‑sensitive premium‑device buyers have become, and it may influence Apple’s future discount strategies as competitors watch the sell‑through rates.