- A glitch on the MediaWorld (MediaMarkt Italy) website allowed purchases iPad Air M3 13" for 15 euros, with discounts of around 98%.
- The company reacted 11 days later and offered two options: pay an extra 619 euros with a discount or return the iPad with a refund and coupon.
- The case has opened a legal debate in Italy about whether the error was "recognizable" and whether the buyers acted in bad faith.
- The situation serves as a warning to consumers in Spain and Europe about extreme offers in campaigns like Black Friday.
What seemed like the Tech bargain of the year It is on its way to becoming one of the most talked-about e-commerce cases in Europe. MediaMarkt's Italian subsidiary, which operates under the brand MediaWorld, mistakenly put dozens of iPad Air M3s on sale for just 15 euros, a price far from their real value, close to 800 euros.
The incident, which coincided perfectly with the Black Friday campaign, has uncovered a a real legal mess between the company and the consumers who took advantage of the offer. While MediaWorld maintains that it was a "technically macroscopic and recognizable" pricing error, many customers argue that, in a context of aggressive discounts, the promotion could be interpreted as an extreme, but possible, price reduction.
The price blunder: 13-inch iPad Air M3 for 15 euros
The incident occurred on the days 8 and 9 November, when in the online store of MediaWorld appeared on sale 3-inch iPad Air M13 by 15 euros onlyIts usual price in Italy is between approximately 784 and 879 euros, so the cut was close to 98% off.
The "offer" was aimed primarily at loyalty card holders from the chain and was only available online, without it being initially clear whether the product would be delivered or had to be picked up in store. Even so, the purchase could be completed normally: the system accepted the payment, generated the order, and in many cases, The iPads were deliveredeither by courier or by physical collection.
The reduced price was interpreted by many users as a special pre-Black Friday promotionThis was especially true in a market where "extreme" discount campaigns are common. The possibility of getting a high-end iPad for 15 euros triggered a surge in demand and quickly depleted the available stock.
Some Italian media outlets suggest that the ruling affected a significant sales volumeHowever, the company has not disclosed how many devices were purchased or delivered. Despite the apparently considerable magnitude of the error, MediaWorld took up to 11 days to react.
MediaWorld's reaction: letter to customers and two alternatives
It wasn't until November 19th when the electronics chain formally addressed the shoppers who had taken advantage of the loophole. Through a letter and emails, MediaWorld acknowledged a "a technically macroscopic, obvious and recognizable error" in the price of the product and reported that it was in no case a deliberate promotion.
In that communication, the company stated two options to "restore contractual balance"The first alternative involves the customer keeping the iPad in exchange for pay an additional 619 eurosThat amount includes a 150 discount euros regarding the actual price of the device, which the chain presents as compensation "for the inconvenience" caused by the error.
The second option proposed by MediaWorld is the product return at no costIn this case, the company commits to pick up the iPad at the buyer's addresswithout requiring the client to travel or incur logistical costs. Furthermore, it offers the full refund of the 15 euros paid or with a 20 bonus euros for future purchases in the chain.
In some communications, the company has even hinted that if customers refuse to choose one of these two options, it could resort to legal action to claim the return of the iPads or payment of the difference. However, for now There are no records of mass lawsuits and the strategy seems focused on an out-of-court settlement.
A legal limbo: Are customers required to return iPads?
The case has quickly jumped from the commercial sphere to legal debate in Italy. The key reference is the article 1428 of the Italian Civil Codewhich allows for the cancellation of a sales contract when a essential and recognizable errorMediaWorld relies precisely on this argument to justify the invalidity of transactions carried out at 15 euros.
The question, however, is to determine if the average consumer I could easily identify the errorConsumer associations and several legal experts consulted by media outlets such as Corriere della Sera o Wired They raise doubts: in the middle of the season of Black Friday and aggressive campaignsThey argue that it is not so clear that a user has to assume that a 98% discount is necessarily impossible.
Some lawyers specializing in consumer law point out that, in order for the company to be able to cancel the contract, it would have to be proven that the buyer acted knowingly taking advantage of someone else's mistakeIn other words, there was bad faith or clear awareness that the price was unreasonable. Otherwise, customers could rely on their good faith and in the appearance of an exceptional, but legitimate, offer.
The situation is further complicated by the time elapsed between the error and MediaWorld's reaction. The fact that the company It will take 11 days to detect the errorThe fact that the company accepted the payments and delivered the devices without reservation strengthens, according to some experts, the position of consumers when defending the validity of the contract.
Possible implications for Spain and other European countries
Although the incident occurred in Italy, the controversy has also sparked interest in Spain and the rest of Europewhere MediaMarkt has a very prominent presence. The question is what happens when a store mistakenly advertises an implausible price. It is not new in the European contextBut this case illustrates the extent to which the practice can generate conflicts.
In the Spanish context, consumer law experts point out that, in general, A company may attempt to cancel a sale if the price is clearly incorrect. And that's how you can prove it. The key, as in Italy, lies in the concept of "obvious error"The business must prove that it is a clear failure and not simply a very aggressive offer.
They also point out that, if a transaction is cancelled due to a pricing error, the company must assume all resulting costs (product collection, refund, etc.) and act quickly and transparently. In extreme situations, the conflict may end up in court, but many chains choose to agreed solutions to avoid further damage to their image compared to the economic benefit they may recover.
This case of the iPad for 15 euros It is already being discussed as an example of the risks of automated pricing campaigns and systems, especially on key dates like Black Friday, where any A discrepancy on the website can go viral in a matter of minutes and translate into thousands of orders.
What are affected shoppers doing now?
While MediaWorld attempts to resolve the incident by offering the two alternatives, Many of the affected customers are seeking legal advice. to decide how to respond to the company's request. Some Italian consumers maintain that they should not have to take responsibility for an error they consider solely attributable to the company.
Consumer associations have called for caution and are advising shoppers do not sign or accept any additional commitments without fully understanding the consequences. Among the recommendations that have been disseminated is the advisability of keep all documentation Regarding the purchase: confirmation emails, screenshots of the price, proof of payment, and subsequent communications from MediaWorld.
At the same time, experts point out that these types of conflicts are rarely resolved quickly. The company is trying to avoid a collective legal battle which could prove costly and damaging to their reputation, while consumers weigh whether it is worth undertaking a lengthy process to defend a device purchased with such a glaring flaw.
In any case, the episode has generated a wide public debate about the limits of "extreme" offers and on the extent to which chains can rely on the concept of "obvious error" when their own systems process orders, collect payment and deliver products without prior warning.
Lessons for consumers during peak sales season
Beyond what ultimately happens in the Italian courts, the MediaWorld case leaves several Lessons for online shoppers in Spain and EuropeOn the one hand, remember that when a price seems too good to be true, it might be a scam. scam or technical failureTherefore, extreme caution is advised.
However, it also highlights that Not every eye-catching discount is necessarily a mistake.During periods like Black Friday, many retailers launch very aggressive campaigns, making it difficult for consumers to distinguish a genuine promotion from a misleadingly set price. This ambiguity is precisely what fuels legal controversy in cases like the €15 iPads.
Consumer organizations generally recommend, Compare prices at different storesCheck a product's history before jumping at a supposed bargain and be wary of little-known websites or those with unclear sales conditions. In large, established chains like MediaMarkt or MediaWorld, the risk of scams is lower, but Pricing errors are not impossible, as has become clear.
The episode also serves as a reminder that, in online purchases within the European Union, The user has a right of withdrawal In many cases, this allows for the return of the product within a certain period. Although this right is not intended to cover pricing discrepancies, it does offer an extra layer of protection when managing disputes arising from impulse purchases during the height of the discount frenzy.
The failure that has led to MediaWorld to sell iPad for 15 euros This has become a prime example of how a computer error can escalate into a far-reaching reputational and legal problem. Caught between companies' need to protect themselves from losses of millions and consumers' right to have agreed-upon sales terms honored, a gray area has emerged in which this battle will be fought, with potential consequences for future promotions by major chains across Europe.
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