Apple customers in the UK, Germany, Italy, France, and many other EU countries can now make use of a new updated return policy concerning purchases made on iTunes, the App Store and on iBooks. Previously, Apple’s terms and conditions stated users had the right to withdraw from a transaction “without charge and without giving any reason until delivery of the product has started.”, meaning purchases were all but final apart from some exceptions.
The new terms and conditions now include a specific no questions asked 14-day return window that includes all purchases apart from gift cards:
"Right of cancellation: If you choose to cancel your order, you may do so within 14 days from when you received your receipt without giving any reason, except iTunes Gifts which cannot be refunded once you have redeemed the code."
Apple also says it will refund users within two weeks of receiving notice of cancellation either through its Report a Problem feature (pictured above) or a written statement.
It seems that the policy update is due to a new consumer rights directive in the EU that introduced a required 14 calendar day right of cancellation or return period for both goods and services purchased in EAA countries.