New Jersey regulators have fined Apple $150,000 after finding repeated violations of state retail pricing laws. The penalty follows inspections that showed Apple failed to clearly display prices in its New Jersey stores, despite agreeing to fix the issue years ago.
The dispute traces back to a 2017 consent order. At that time, Apple promised to follow New Jersey’s visible pricing rules. However, inspections carried out in 2025 revealed that the problems never fully went away.
Inspectors Find Widespread Violations
State officials reinspected 11 Apple Stores across New Jersey. All of them fell short of the state’s Merchandise Pricing Act. Investigators found display tables missing clear price labels on products such as charging cables, cases, and audio accessories.
In addition, several stores failed to post refund policies in visible areas. That practice violates New Jersey’s Consumer Fraud Act and makes it harder for shoppers to understand their rights.
Attorney General Matthew J. Platkin described the findings as repeat misconduct. He stressed that Apple had already faced enforcement for similar issues in the past.
Digital Displays Clash With Old Laws
At the center of the case is Apple’s retail design philosophy. The company favors clean layouts and digital price displays. Prices often appear on device screens or through limited interaction, rather than on traditional shelf labels.
However, New Jersey law requires prices to be clearly visible on or near merchandise. Regulators said Apple’s approach forced customers to ask employees or interact with devices, which undermines price transparency.
What Apple Must Change
Under a new consent order, Apple agreed to update its practices. The company must clearly mark the total selling price of all merchandise in New Jersey stores. Prices must appear immediately and visibly, without requiring extra steps.
Apple must also post refund policies at store entrances, registers, or directly on products. These rules aim to prevent future violations and improve customer clarity.
Why the Case Matters
Although $150,000 is minor for Apple, state officials say the settlement is the largest ever under New Jersey’s pricing law. More importantly, the case highlights ongoing tension between modern retail design and long-standing consumer protection rules.
For New Jersey, the message is clear. Even global brands must follow state laws, no matter how sleek their stores may look.
