Apple launches 14-day unconditional return policy for European users

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Apple has introduced a new 14-day unconditional returns policy for products purchased through iTunes, the App Store and the iBooks store in the UK, Germany, Italy, France and many other European countries. Apple's previous terms for these online stores gave users the right to withdraw a transaction "free of charge" and "without giving any reason unless the product has already been shipped."

Now Apple has updated its terms and conditions to include a special 14-day unconditional return policy for all purchases except gift cards: "Right to cancel: If you choose to cancel your order, you can do so within 14 days of receiving your receipt without providing any reason. Only iTunes Gifts cannot be returned once redeemed."

Apple said it will refund customers within two weeks of receiving a cancellation notice, whether that notice is submitted through its "Report a Problem" feature or a written report.

Previously, Apple processed refund requests on a case-by-case basis through its support team, and it will continue to process refund requests for software and iTunes content that way in the U.S., Canada, and most other countries outside Europe, where "all sales and rentals are final" and Apple said it only approves refund requests at its discretion.

The policy change made by Apple seems to be related to a strict consumer rights law issued by the European Union, which stipulates that all merchants must provide a 14-day cancellation or return period for goods and services purchased by consumers in EU countries.

In contrast, the Google Play Store offers consumers a two-hour "return window" for apps they purchase, but Google's support documents do not mention this new 14-day return window. However, Google already offers a 14-day cancellation right for European music subscribers, while it only offers seven days in other regions.

The European Commission announced the guidelines in June, but Apple did not update its online terms until this month. Under EU law, the 14-day return period can be extended to one year if the merchant does not properly inform consumers about the return period.