Price information missing: Apple must pay $150,000 in New Jersey
In 2017, Apple reached an agreement with the authorities in the US state regarding specific price labeling. Nine years later, the problem is said to persist.
Apple Store, here in Berlin.
(Image: Apple)
Apple is having trouble with the New Jersey Office of the Attorney General: The US state's Attorney General has imposed a six-figure fine on the company for allegedly failing to comply with pricing display regulations in its retail stores. What's particularly noteworthy is that the case has been active since at least 2017. At that time, an order had already been issued to display information for New Jersey in a legally compliant manner. However, Apple apparently did not (permanently) comply with this.
“Widespread Violations” in Eleven Stores
Now, as part of an out-of-court settlement, a penalty of $150,000 is due. In 2025, investigations by state inspectors reportedly found “widespread violations,” according to the authorities. The Office of the Attorney General announced that Apple would also change its business practices.
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The Attorney General's Division of Consumer Affairs – a position in the US that sits between the Department of Justice and the Public Prosecutor's Office – had investigated a total of eleven Apple stores in New Jersey. In this state, it is required that price information be constantly visible. However, this was not the case for iPhones, iPads, MacBooks, Apple Watch products, and other electronic devices in the stores. The reason is Apple's digital pricing system, which alternates between device information and prices or only displays the latter when the customer explicitly calls it up.
Largest Penalty to Date Under the Legislation
But this contradicts New Jersey law: According to the Office of the Attorney General, prices must be displayed “clearly visibly with a stamp, label, or sign on or next to the product.” Apple's design approach apparently contradicted this. “At a time when prices are skyrocketing, consumers have a right to know what they are paying for the products on the shelves,” said Matthew J. Platkin, Attorney General.
However, Apple has repeatedly violated the law, leaving customers in the dark. “There is no excuse for Apple's repeated misconduct in this matter, and consumers deserve better. We will stand up for them every time.” The $150,000 fine is the largest penalty to date in an out-of-court settlement issued in the context of the relevant pricing law. Apple can likely afford to pay the sum very easily. How exactly the company will change its pricing – which is also related to the consistently maintained design minimalism in the retail stores – remains unclear. It will likely be sufficient to always display the product price in a corner of the display.
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