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An iPad Air listing on MediaWorld’s website stunned Italian shoppers earlier this month when the device appeared at a price of just €15.
An iPad Air listing on MediaWorld’s website stunned Italian shoppers earlier this month when the device appeared at a price of just €15. The offer looked like a Black Friday-style promotion and loyalty members moved quickly to place pickup orders.
More than a week later, the retailer reversed course and began asking customers to return the tablets or pay the real price.
Pricing error fallout
The offer appeared on November 8 for loyalty card holders, showing an iPad Air priced at €15 instead of the usual €879. According to accounts shared in Wired and on Reddit, the order system processed purchases normally. Some customers received email confirmations within minutes, and those choosing in-store pickup paid €15 at the counter without issue.
MediaWorld’s terms at the time contained no clause referencing price errors or subsequent adjustments. That helped reinforce the impression that the discount was intentional, especially given the proximity to holiday sales.
Company reverses course
Eleven days later, MediaWorld sent an email telling buyers the price had been “clearly incorrect.” Customers were given two options: keep the device and pay the difference to reach the correct promotional price with a €150 discount, or return it for a refund and a €20 voucher.
In a statement, the company cited a “clearly recognizable technical error” caused by an unexpected glitch. It said the mistake made the sale “economically unsustainable” and that its response was meant “to preserve the contractual balance in the event of an error of this magnitude.”
The retailer said its two-option remedy was intended to “support customers and maintain transparency and fairness.”
Legal uncertainty
Consumer lawyers say the situation is not straightforward. Italian Civil Code Article 1428 allows a contract to be voided if an error is both fundamental and recognizable. But attorney Massimiliano Dona stated that MediaWorld’s email is not a formal notice and that the key question is whether the buyer knowingly took advantage of the mistake.
He argued the 98% discount alone is not proof of awareness, noting that modern pricing is volatile due to flash sales and Black Friday promotions. Determining recognizability may depend on context, including the buyer’s experience and intent. “This is the real deciding factor,” he said.
For now, the dispute remains unresolved, hinging on whether consumers reasonably believed the price was legitimate.
Sources: Wired, Reddit
