Apple has introduced new return policy, which is already in effect in UK, France, Germany, Italy and other European countries. The new policy allows users to return products for upto 14 days after they were purchased from the App Store, iBooks or iTunes, without assigning any reason for return at all.
The new Terms & Condition for the return policy said that the right of cancellation gets the first priority. If any customer wants to cancel the order, he/she has to confirm within the 14 days when he/she received the receipt. On these terms customers might not have to show any reason or cause of cancellation however, the iTunes Gifts is non-refundable if the code is redeemed.
The previous return policy in the European Union used to contain the no-question-asked return to a certain period after the purchase order and obviously, before the delivery process had started. However, the period have been specified and extended to 14 days with the new policy.
The new policy covers the European Commission guidelines that obliges 14-day grace period for the customers to report or cancel purchase orders for goods and services.
The new policy appears to have been enacted to bring Apple in line with European Commission guidelines in place since June requiring a 14-day grace period for consumers to cancel orders for goods and services, or return purchased products. Google hasn't taken initiatives to retain the 14-day return policy in the EU zone but Google Play allows to return apps within two hours of purchase. However, the initiative of Apple might encourage other tech giants to follow the EU commission rules and regulations of customer sales and support obligations.