Overview of the ACCC's case
4 The ACCC's case against Apple Australia and Apple US is set out in the ACCC's concise statement.
5 By way of background, the ACCC alleges that: Apple US manufactures and supplies iPhone and iPad devices and software known as 'iOS' (including periodic updates to that software); the iOS software is essential to the functioning of iPhones and iPads, as the devices cannot operate without it; Apple Australia imports and supplies in Australia iPhones and iPad devices with the iOS software pre-installed; Apple Australia provides after-sales support in respect of iPhone and iPad devices and the iOS software through its 'Apple' stores in Australia; and Apple Australia also operates a telephone and online support service for consumers in Australia. It is also alleged that Apple US is the ultimate parent company of Apple Australia.
6 The substance of the ACCC's claims against Apple Australia and Apple US is set out in paragraphs 8 to 25 of the concise statement, which are as follows:
iOS Error 53 software fault conduct
8. From about September 2014 to at least February 2016, some iPhone and/or iPad users experienced a fault, commonly known as "Error 53", which rendered their iPhones or iPads inoperable (the Error 53 software fault).
9. The Error 53 software fault occurred when those iPhone or iPad users attempted to update the iOS software on their device by connecting their device to Apple iTunes through a personal computer.
10. On or about 17 September 2014, Apple US supplied the iOS software update known as iOS8 to consumers in Australia.
11. On or about 16 September 2015, Apple US supplied the iOS software update known as iOS9 to consumers in Australia.
12. Apple US represented that iOS8 and iOS9 would improve the functionality and performance of iPhones and iPads.
13. When the iPhone or iPad users downloaded, and attempted to install, iOS8 or iOS9 on their device by connecting it to Apple iTunes through a personal computer, an error message appeared on Apple iTunes stating that the device could not be restored, and the device had stopped functioning. This occurrence was commonly referred to as "bricking".
14. The Error 53 software fault occurred where, as part of the iOS software installation process, a change was detected in the connection between the "Touch ID" (a fingerprint recognition component of the device) and other components of the device.
15. Many consumers who experienced the Error 53 software fault sought after-sales support from Apple Australia, through its retail stores and/or the telephone support service, and requested a remedy for their bricked iPhones and iPads.
16. Between February 2015 and February 2016, Apple Australia represented to at least the consumers listed in Annexure A and Annexure B that, if a component of their iPhone or iPad had previously been repaired, serviced or replaced by someone other than Apple Australia or a service provider authorised by Apple Australia or Apple US (AppleAuthorised Service Provider), no Apple entity (including Apple Australia and Apple US) was required to, or would, provide a remedy for the Error 53 software fault at no cost (the Error 53 Software Fault Representations).
17. From at least 21 December 2015 to about February 2016, Apple US published a webpage with the address https://support.apple.com/en-au/HT205628 and titled "If you see error 53 or can't update or restore your iPhone or iPad":
If the screen on your iPhone or iPad was replaced at an Apple Service Centre, Apple Store, or Apple Authorized Service Provider, contact Apple Support. If the screen or any other part on your iPhone or iPad was replaced somewhere else, contact Apple Support about pricing information for out-of-warranty repairs.
18. By the conduct in paragraph 17 above, Apple US represented to consumers in Australia with iPhones and iPads affected by the Error 53 software fault that, if a component of their device had previously been repaired, serviced or replaced by someone other than Apple Australia or an Apple-Authorised Service Provider, no Apple entity (including Apple Australia and Apple US) was required to, or would, provide a remedy relating to the Error 53 software fault at no cost (the Error 53 Software Fault Website Representation).
19. In around February 2016, Apple US released an iOS software update which, if downloaded and installed by consumers whose iPhones and iPads had been bricked as a result of the Error 53 software fault, restored the functionality of the device.
Other refusal to remedy conduct
20. In addition to the consumers who experienced the Error 53 software fault, some consumers with iPhones experienced faults relating to a component of their iPhone, which led Apple US to initiate recall programs for the affected iPhones, conducted in Australia through Apple Australia.
21. Some of these consumers sought after-sales support from Apple Australia, through its retail stores and/or the telephone support service, and requested a remedy for the fault.
22. In each of the three instances listed in Annexure C, Apple Australia represented to the consumer that, if a component of their iPhone had previously been repaired, serviced or replaced by someone other than Apple Australia or an Apple-Authorised Service Provider, no Apple entity (including Apple Australia and Apple US) was required to, or would, remedy the fault with their iPhone at no cost (the Recall Representations).
Conduct in response to telephone calls from the ACCC
23. As part of its investigation of the Error 53 software fault, in or about June 2016, officers of the ACCC telephoned the 13 retail stores operated by Apple Australia listed in Annexure D to make an inquiry about a defective iPhone.
24. In each call, the ACCC caller told the Apple Australia representative(s) responding to the call that: (A) the screen of the iPhone had been replaced by someone other than Apple Australia or an Apple-Authorised Service Provider; and (B) a fault had later developed with the speaker component of the iPhone.
25. In each call, Apple Australia represented to the ACCC caller that no Apple entity (including Apple Australia and Apple US) was required to, or would, remedy the defective speaker at no cost under the ACL if the screen of the iPhone had been replaced by someone other than Apple Australia or an Apple-Authorised Service Provider (the ACCC Representations).
7 The ACCC alleges that the respondents engaged in conduct that was misleading or deceptive (or likely to mislead or deceive) in contravention of s 18 of the Australian Consumer Law (being Sch 2 to the Competition and Consumer Act 2010 (Cth)). The ACCC also alleges that, in connection with the supply of goods or services, the respondents made false or misleading representations as to the existence, exclusion or effect of guarantees, rights and remedies, in contravention of s 29(1)(m) of the Australian Consumer Law.
8 The way in which the conduct is said to have contravened those provisions is set out in paragraphs 27 to 29 of the concise statement, which are in the following terms:
27. The Error 53 Software Fault Representations and the Error 53 Software Fault Website Representation were misleading or deceptive, likely to mislead or deceive and/or false because:
(a) the iOS8 and iOS9 software updates supplied to consumers in Australia were subject to consumer guarantees under Part 3-2 of the ACL, including the guarantees in ss 54 and 55, which required that they be goods of acceptable quality and be reasonably fit for the purposes for which Apple US represented they were reasonably fit;
(b) the iOS8 and iOS9 software updates, when downloaded to a consumer's iPhone or iPad in the circumstances described in paragraphs 8 to 14 above, caused those devices to cease functioning; and
(c) accordingly, the consumers whose devices ceased functioning because of the Error 53 software fault were entitled to a remedy from Apple US under Part 5-4 of the ACL.
28. The Error 53 Software Fault Representations and the Error 53 Software Fault Website Representation were also misleading or deceptive, likely to mislead or deceive and/or false because the mere fact that a component of the iPhone and/or iPad devices had been serviced, repaired or replaced by someone other than Apple Australia or an AppleAuthorised Service Provider, did not, and could not, result in:
(a) the consumer guarantees under Part 3-2 of the ACL ceasing to operate in respect of those devices or the software on those devices; or
(b) the right to any remedy under Part 5-4 of the ACL being extinguished.
29. The Recall Representations and ACCC Representations were misleading or deceptive, likely to mislead or deceive, and/or false because the mere fact that a component of the iPhone devices had been serviced, repaired or replaced by someone other than Apple Australia or an Apple-Authorised Service Provider, did not, and could not, result in:
(a) the consumer guarantees in Part 3-2 of the ACL ceasing to operate in respect of those devices or the software on the devices; or
(b) the right to any remedy under Part 5-4 of the ACL being extinguished.
9 The ACCC also alleges that certain conduct of Apple Australia was engaged in on its own behalf and as the agent of Apple US.