Apple Inc. has agreed to pay a $150,000 civil penalty and make changes to its business practices following allegations of widespread pricing violations in its New Jersey retail stores, according to an announcement from Attorney General Matthew J. Platkin.
The allegations arose after the Division of Consumer Affairs reinspected 11 Apple stores that were previously subject to a 2017 consent order. This order required Apple to provide continuous pricing information for products such as iPhones, iPads, MacBooks, and other devices displayed on tables in stores across the state. The original order was issued due to concerns that Apple’s digital pricing system did not comply with consumer protection laws requiring prices to be clearly marked near merchandise.
Investigators found that all reinspected stores had display tables lacking required pricing information. Additionally, various items like charging cables and audio devices were offered without visible selling prices, as mandated by the New Jersey Consumer Fraud Act’s Merchandise Pricing Act. Some locations also failed to post refund policies conspicuously.
Attorney General Platkin stated: “At a time when prices are skyrocketing, consumers deserve to know what they’re paying for products on the shelves. Once again, Apple has violated the law by failing to display the prices for products in their retail stores—keeping consumers in the dark,” said Attorney General Matthew J. Platkin. “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.”
The $150,000 settlement is the largest under New Jersey’s Merchandise Pricing Act and is formalized in a new consent order with Apple. Under this agreement, Apple must ensure that merchandise is not advertised or sold unless the price is plainly marked or readily apparent upon limited interaction with devices or posted near where items are displayed. Refund policies must also be clearly posted either on merchandise, at cash registers, at store entrances, or in another location visible from checkout areas.
The investigation was conducted by Division of Consumer Affairs investigators Brian Penn, Roger Hines, and Murat Botas under Chief Investigator Edward George’s supervision. Legal representation was provided by Deputy Attorneys General Sara J. Koste and Cathleen O’Donnell with oversight from Chanel Van Dyke and Jesse J. Sierant of the Consumer Fraud Prosecution Section within the Division of Law.
Consumers who believe they have experienced unfair practices can file complaints online with the State Division of Consumer Affairs or call 1-800-242-5846 (toll free within New Jersey) or 973-504-6200.
The New Jersey Attorney General Matthew Platkin serves as a state agency responsible for legal enforcement and public safety throughout New Jersey; it includes divisions dedicated to consumer protection among other services (official website). The office holds statewide authority over legal standards and provides oversight across counties and municipalities (official website), working to protect residents’ rights through enforcement actions such as this one (official website).
