Apple Fined Again: New Jersey Cracks Down on Tech Giant for “Invisible” Price Tags
the staff of the Ridgewood blog
Paramus NJ, In a major win for consumer transparency, Attorney General Matthew J. Platkin announced that Apple Inc. has been hit with its largest-ever penalty for violating New Jersey’s Merchandise Pricing Act. The tech giant has agreed to pay $150,000 and overhaul its in-store operations after state investigators discovered widespread pricing violations across every Apple Store location in New Jersey.
The settlement follows a “reinspection” that revealed Apple was allegedly keeping customers in the dark by failing to clearly display the costs of its high-end gadgets.
The “Phantom Price” Problem
According to the Division of Consumer Affairs, Apple was caught ignoring a 2017 consent order that legally required them to make prices “continuously available.”
Instead of seeing a clear sticker or sign, investigators found that at 11 different NJ locations—including major hubs in malls like Garden State Plaza and Short Hills—customers often couldn’t find a price unless they manipulated the devices themselves or tracked down a salesperson.
Key Violations Found by Investigators:
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Hidden Costs: Pricing for iPhones, iPads, and MacBooks was often locked behind apps or notifications that weren’t easily accessible.
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Missing Accessory Prices: Essential items like charging cables, audio devices, and protective cases were being sold without any price tags nearby.
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Refund Policy Failure: Several stores failed to conspicuously post their refund policies, a direct violation of the New Jersey Consumer Fraud Act (CFA).
“At a time when prices are skyrocketing, consumers deserve to know what they’re paying… Once again, Apple has violated the law. There is no excuse for Apple’s repeated misconduct here,” said Attorney General Platkin.
New Rules for Apple Stores in NJ
As part of the new settlement, Apple is legally mandated to change how it does business in the Garden State. Moving forward, Apple must ensure:
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Instant Price Visibility: The total selling price must be plainly marked on a tag, label, or sign near the product.
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Independence for Shoppers: Consumers must be able to know the price without needing to talk to a salesperson or deep-dive into a device’s settings.
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Refund Transparency: Refund policies must be clearly posted at cash registers or store entrances.
What This Means for You
Next time you walk into an Apple Store in New Jersey, you should no longer have to hunt for a price tag. If you notice a store is still “keeping you in the dark,” the state wants to hear from you.
How to Report a Violation: If you suspect a business is hiding prices or violating consumer rights, you can file a complaint at NJConsumerAffairs.gov or call 1-800-242-5846.
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Apple should have decided to sell cars instead of phones. This problem could have been avoided.