Apple Launches iPhone 18 Pro With Up to $1,200 Carrier Deals

Q: Will buying Apple's discounted Series 12 watch today trap you before Amazon's massive October sale drops prices even further?

Probably not. Buying the Apple Watch Series 12 today at Amazon’s $389 price is unlikely to “trap” you, but it also probably won’t be the lowest price of the season. The key fact is timing: Amazon’s Prime Big Deal Days runs Oct. 6–7, less than three weeks away, and Amazon is already using small early discounts on brand-new Apple gear to build momentum. On the Series 12, the current markdown is only about $10 off the $399 starting price, which is modest by Amazon standards. Recent Amazon sale patterns suggest deeper cuts usually come later, not at launch. During this year’s June Prime event, older Apple Watch models such as the Series 11 saw discounts as large as $120, while the newest launches got far smaller reductions or none at all. Coverage of the current Series 12 rollout also shows many base GPS models still sitting at Apple’s full price, with the only notable early reductions mainly on some cellular or premium finishes. That means the risk is not so much being “trapped,” but paying early for convenience. If you want the watch immediately, $389 is a real, if small, savings. If your priority is the best possible price, waiting until Oct. 6–7 is the more rational move, because Amazon could trim another $10 to $30, especially on selected colors or configurations. The tradeoff is availability. The deepest discounts often apply unevenly and can sell out fast.

3 articles · Updated · MacRumors · Sep 18

Apple’s iPhone 18 Pro and Pro Max go on sale today, with AT&T and Verizon offering launch promotions worth up to $1,200 off through eligible trade-ins on select unlimited plans.
Amazon is also discounting newly released AirPods 5, Apple Watch Series 12 and Apple Watch Ultra 4, though the launch-day price cuts are modest and mainly target buyers ordering immediately.
Accessory makers Anker and Satechi have rolled out color-matched add-ons for the new burgundy iPhone 18 Pro, including Anker’s MagGo 2 Pro magnetic power bank.
Separately, Amazon has started pre-order discounts of up to $49 on the 2026 Mac mini and Mac Studio ahead of their September 22 release.