When a retailer mistakenly sells Rs 79,990 iPad Air for Rs 1,500 and then asks customers to return it or pay more

Italian electronics retailer MediaWorld found itself in an awkward situation recently, following a pricing glitch that allowed members of its loyalty program to purchase the 13-inch Apple iPad Air for just €15 (roughly Rs. 1,500). The original price of the device is roughly Rs 79,990. According to a report by Wired, the retailer only discovered the error 11 days later; Meanwhile, online orders had been delivered and many customers had picked up their iPads in store.

In an effort to fix the error, MediaWorld reached out to all affected buyers and asked them to either return the tablets or pay the remaining amount to match the actual price. The company is reportedly struggling with the recovery process because the original order terms did not specifically address pricing errors.

MediaWorld’s email to customers stated that the price displayed was “incorrect” and gave them two options: either keep the device and pay the difference, or return it for a €15 refund and a €20 (approximately Rs. 2,050) voucher as compensation.
What MediaWorld said
In a statement shared with Wired, a MediaWorld spokesperson described the situation as a “clearly identifiable technical error” triggered by an unexpected issue on the e-commerce platform. The spokesperson said the incorrect price was clearly unrealistic and “economically unsustainable”, forcing the retailer to take corrective action to restore contractual balance.

The company emphasized that it aims to handle the issue in a fair and transparent manner:

Option 1: Keep the iPad — Customers can continue using their purchase by paying the difference between what they paid and the correct promotional price. MediaWorld says it also offers an additional discount on the set amount. Option 2: Return the device — Customers can return the iPad at no cost and receive a full refund along with a MediaWorld voucher for the inconvenience. MediaWorld added that it remains committed to improving the customer experience and providing better protection for shoppers.