Apparently only available in some parts of Europe – I just checked, the UK is one of the parts – this is a nice deal from Apple. I bought my office iMac through a similar deal last year and it was handy to keep my capital and only pay out a portion each month.
Mind you, it was also nice when the months ended and I could call the iMac my own. Just about the day my ten-months interest-free payment ended, though, Apple brought out a new iMac. It's as if they knew. The cunning rascals.
There are terms and conditions on this deal and you should eye them up carefully. See apple.com/uk/store for details.
But the key points begin with the fact that you can only get the deal on hardware (seemingly you might include some software through the store's attempts to upsell you). Next, it's 0% financing for ten months and this is separate from Apple's longer-term financing deals. I don't know anything about those. But they don't get any of this 0% lark.
Last and maybe a killer point: you have to spend over aproximately £450. But then this is the Apple Store, you can do it. The iPad Air that I raved about here the other day starts from £399 but I would (and did) spend more by getting one with greater capacity. The new iPad mini with Retina display starts at £319 but bung in more capacity or a Smart Cover and you're away