A retailer mistakenly offered the new M3 iPad Air at a significantly reduced price.

Customers who thought the price of the 13-inch iPad Air might be a mistake opted to pay and pick it up in store. This would ensure they received the device after payment in case of a pricing error. This strategy proved beneficial as the €15 payment was processed, and MediaWorld released the devices. Online orders also went through at the lower price, with customers picking up their new tablets or receiving them via delivery without issues.

The sales receipt lacked terms and conditions about pricing errors, which became relevant when MediaWorld emailed customers 11 days later, stating the listed price was "clearly incorrect." Purchasers of the tablet at the advertised price were presented with a couple of choices.

They could keep the iPad Air, paying the actual price of €879 minus a €150 discount, bringing the final price to €729 ($840.15). This amounts to a discount of $172.85. Alternatively, customers could return the iPad Air for a full refund of the €15 paid, along with a €20 voucher as compensation.

MediaWorld stated that a "technical error caused by an extraordinary and unexpected glitch" led to some products being displayed at incorrect prices. The company said the error was evident and made the prices unsustainable and unrepresentative of their offerings.

MediaWorld offered these options to either profit from the sales or recover the tablets for sale at a proper discount. The company said they were "resorting to a legal principle aimed at preserving the contractual balance" because of the error's magnitude. They added that their approach was to prioritize the customer relationship and offer solutions beyond the law.

The retailer offered two alternatives: keeping the product and paying the difference between the paid price and the correct promotional price (with an additional discount) or returning the product for a full refund and a shopping voucher. They stated that these proposals show their willingness to support customers and maintain transparency.

Italian law allows MediaWorld to demand payment or return of the device if the buyer knew of an obvious pricing error. Consumer lawyer Massimiliano Dona explained that the buyer's awareness of the mistake is key. He said that it depends on if the buyer is an average consumer or someone who resells electronics, as the latter would likely recognize the error. The buyer's ability to recognize the incorrect price is the determining factor, contextualized by the sales channel and the buyer's profession.

The matter may ultimately be decided in an Italian court.

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