Retail Chain Seeks Return of iPad Airs Sold for $17 Mistake
A major retail chain in Italy has recently faced an unusual challenge involving its pricing strategy for iPad Air models. The retailer, MediaWorld, mistakenly offered the 13-inch iPad Air to loyalty card holders for just €15 (approximately $17), a stark contrast to its usual price of €879 (around $1,012).
Details of the Pricing Error
The promotional offer appeared on MediaWorld’s website on November 8, allowing customers to place orders both online and in-store. The company successfully processed these transactions, delivering the iPads to customers without any hitches. However, after 11 days, MediaWorld realized the pricing error and reached out to customers via email.
MediaWorld’s Response
In the email, MediaWorld described the published price as “clearly incorrect.” Customers were provided with two options:
- Keep the iPad by paying the price difference, but with a €150 discount.
- Return the iPad for a refund of €15 and receive a €20 discount voucher as compensation.
Legal Considerations
Despite the error, MediaWorld’s terms and conditions did not explicitly exclude pricing mistakes. This lack of clarity raises questions about the enforceability of their response. Under Italian law, companies can void contracts based on significant errors, but the interpretation of what constitutes an “obvious” mistake can vary, especially in a marketing landscape filled with promotional deals.
A consumer lawyer commented that consumers may not immediately recognize such pricing errors as mistakes, particularly when promotional strategies are so diverse. The legal situation remains uncertain, as MediaWorld has not issued a formal legal notice to affected customers.
Current Recommendations for Customers
For those who purchased the iPads, the best advice appears to be holding onto their devices. As the situation unfolds, responding to MediaWorld’s email may not be in the customers’ best interests.
