Apparently acting under pressure from the EU's new Consumer Rights Directive, Apple has been forced to reverse its long-held no refunds policy.
As of today, the company will now offer a 14-day money back guarantee on App Store and iTunes purchases made in Europe.
The new Consumer Rights Directive includes a range of new policies in the consumer's favour including bans on extra charges for credit cards, hidden charges in promotions and the end of pre-checked boxes on websites.
However the most notable element for app consumers is the requirement for a clearly communicated two-week return policy for goods and services, extendable to a default one year period 'if a consumer is not clearly informed.'
Period of grace
Apple's refund policy in Europe now reads, "Right of cancellation: If you choose to cancel your order, you may do so within 14 days from when you received your receipt without giving any reason, except iTunes Gifts which cannot be refunded once you have redeemed the code."
Elsewhere (i.e. US and Asia markets), Apple's policy remains as previous - i.e no refunds for purchases unless there are technical issues or failure of delivery.
Whilst this appears good news for European consumers, it will be less welcome in the development community, with social media already alive with developer claims such as 'this is another nail in the coffin for premium content'.
However it is obviously far too early to see exactly how this will play out and how many will take advantage of the 14-day rule.