Need to know
- Apple tells CHOICE that the expiration date of the free AppleCare+ offer depends on a range of factors, including purchase date, shipping time or activation
- Yet the terms and conditions simply state “the complimentary cover will start on the date the covered equipment was purchased and terminate at midnight on the 7th day”
- Our case study Peter's AppleCare+ coverage ended the day before his product was delivered
When Peter recently went looking to buy an Apple watch from the company's online store, he was swayed by the offer of seven days of free AppleCare+ services. The complimentary extras included cover for accidental damage and around-the-clock priority access to Apple support technicians. He reckoned it could come in handy as he got up to speed with his new device.
It wasn't until after he ordered a watch that he discovered the promo had a major hitch: by the time his watch arrived, the seven days would be up and his free AppleCare+ coverage would be over.
When I rang Apple about this issue I was basically told after more than an hour on hold that that was the way it is
Apple customer Peter
"The AppleCare offer is heavily promoted on the webpage and throughout the purchase process," Peter tells CHOICE. Among the emails he received from Apple confirming his purchase were the terms of the AppleCare+ offer and the delivery date for the watch. The AppleCare+ coverage expired a day before the watch was due to arrive.
"When I rang Apple about this issue I was basically told after more than an hour on hold that that was the way it is. Not sure if this is misleading advertising or just plain stupidity," Peter says.
Cover may be extended as a 'goodwill gesture'
When we got in touch with Apple Australia, the company painted a rosier picture than what we heard from Peter.
Apple told us the end of the AppleCare+ complimentary cover depends on where you bought the product and may be based on purchase date, shipping time or activation, as outlined in the proof of coverage notice that customers receive when they activate the free offer.
Apple explained that the terms and conditions operate in conjunction with the proof of coverage notice, though customer awareness of this may be low
Customers can contact Apple Support to file a claim for up to seven additional days in the event there's a malfunction shortly after the free cover expires, which the company may – or may not– extend as a 'goodwill gesture', we were told.
Yet the fine print in the terms and conditions for AppleCare+ simply states "the complimentary cover will start on the date the covered equipment was purchased and terminate at midnight on the 7th day". It doesn't mention anything about the end of free cover being tied to shipping time or activation or being able to get additional days.
Apple explained that the terms and conditions operate in conjunction with the proof of coverage notice, though customer awareness of this may be low.
Failure to disclose information can be misleading
CHOICE asked the Australian Competition and Consumer Commission (ACCC) what the Australian Consumer Law (ACL) has to say about these sorts of issues.
A spokesperson told us the ACL "provides consumers with the right to truthful and accurate representations when buying a product or service. Businesses must not mislead consumers with statements that are incorrect or likely to give them the wrong impression".
The regulator also pointed out that failure to disclose information can be misleading.
Businesses must not mislead consumers with statements that are incorrect or likely to give them the wrong impression
ACCC spokesperson
"This is particularly the case if a business provides some information to a consumer but doesn't mention important details the consumer should know that are relevant to their decision," the spokesperson says.
Apple also may not not be off the hook if it mentioned somewhere in the fine print that the free AppleCare cover starts the moment you purchase that product and may be kaput by the time it arrives, since this may contradict the overall message of the advertisement.
For customers like Peter whose AppleCare+ expiration was based on the purchase date, it seems the promise of complimentary cover in the company's online promo was less than reliable.
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