Apple Inc. agrees to pay a fine of $150,000 and amend its business practices to resolve widespread allegations of 2017 merchandise pricing violations in Apple stores throughout New Jersey. The settlement demanded enhanced employee training, audits, and visible pricing to ensure consumer transparency. Attorney General Matthew J. Platkin posted on X regarding the violation as “At a time when costs continue to skyrocket, the least Apple can do is disclose its prices to consumers. It has repeatedly failed to do so. We’re holding them accountable for going back on their word and violating consumers’ rights.”
What Triggered the Fine
The allegation stemmed from the Division of Consumer Affairs’ reinspection of 11 Apple stores that were already subjected to the 2017 consent order requiring Apple to install consistently available pricing information for iPhones, iPads, MacBooks, Apple Watches, and other electronic devices displayed on the stores’ tables statewide. According to New Jersey’s Merchandise Pricing Act, all retailers need to ensure that the prices are easily visible to all customers, “plainly marked with a stamp, label, or sign on or near the merchandise.” This issue was long ago raised among the regulators in New Jersey. Thus, causing conflict with Apple’s modern style of showcasing price digitally using apps and notifications launched from the devices themselves or on the iPads displayed on the table.
In every store, the Division re-inspected, and investigators found numerous display tables that lacked the required pricing information. Moreover, in every store, they also found accessories like charging cables, protective cases, and audio devices being offered for sale without the selling price on or near the item, which was required by the New Jersey Consumer Fraud Act.
Attorney General Matthew J. Platkin also added that, “It’s bad enough when companies violate the law once. It’s even worse when they are held accountable for violating consumers’ rights and then engage in the same unlawful conduct again. There is no excuse for Apple’s repeated misconduct here, and consumers deserve better. We’ll stand up for them every time.”
A $150,000 civil penalty is the division’s largest ever settlement under the Merchandise Pricing Act. The 2026 consent order also requires Apple to amend its business practices.
The 2026 Consent Order
The new settlement agreement required updating the business practices and the civil penalty, including not causing an inconvenience for customers, which requires communicating with an electronic device to determine the selling price, and the total selling price is required to be displayed clearly and conspicuously. Additionally, refund policies must be clearly posted for all merchandise in at least one of the following locations: the merchandise itself, attached to the cash register, point of sale, or a place where they are clearly visible to the buyer from the cash register or from the entrance of the store itself.
Know Your Rights
If any consumers feel they have been scammed or cheated by any business or suspect any other form of consumer abuse, they are required to file an online complaint with the State Divisions of Consumer Affairs or dial 1-800-242-5846 or 973-504-6200.
