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Italian Regulator Fines Apple For Deceptive Marketing Tactics

Italian Regulator Fines Apple For Deceptive Marketing Tactics

Italian Regulator Fines Apple For Deceptive Marketing Tactics

Italy’s antitrust authority AGCM has fined Apple $12 million for “aggressive and misleading” marketing of its iPhones. 

The regulator accused Apple of advertising its eight different iPhone models, starting from iPhone 8 series to iPhone 11 Pro Max, as water-resistant without explaining the conditions under which the phones would be resistant to water damage. 

The regulator also noted that the company tricked its customers by saying that phones were not covered by warranty if there was any damage from liquids. Apple’s lack of support for assisting customers whose devices sustained water damage made for an aggressive trade practice as it prevented customers from exercising their lawful rights, AGCM said.

The fines will affect Apple subsidiaries Apple Distribution International Ltd. and Apple Italia Srl.

Apple is the latest tech giant that has been fined by a regulator in recent weeks. Earlier this month, the Turkish Competition Board slammed Google with a $26 million fine for abusing its market dominance. Meanwhile, an EU regulator accused Amazon of destroying retail competition and misusing its power to gain an unfair advantage over small retailers that choose to sell on its platform.

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