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Australian Competition Consumer Commission (ACCC) has taken Federal Court action against Apple for misleading claims about the connectivity speed of the latest iPad. Apple had advertised on there website as an iPad with WIFI+ 4G capabilities, the tablet is unable to use the 1800MHz frequency which is Australia’s existing 4G network. The ACCC is a part of government that aims to encourage competition in a stable environment and to look after the consumer so the consumers do not believe that they are being taken advantaged of by the misleading claims. This misleading claims or a consumer being feeling cheated allows the Australian Competition Consumer Competition to intervene in behalf for the consumer.

ACCC had to intervene in behalf of the consumer when apple had made misleading statements about their latest product the iPad. Australian Competition and Consumer Commission believed that apple had made misleading statements about their connectivity speed of the iPad. The basis for this intervention is to maintain or enforce competition within Australia and by the misleading claims the company apple was misleading the consumer by the reference to 4G capabilities. To maintain or even enforce competition ACCC has to intervene to allow the consumer the choice of choosing the product and to have the information about the product before making a decision on the product to purchase. ACCC intervenes to monitor or foster competition so no single market participant has enough influence to determine the going price for the good or service. In Apple’s case the misleading information can have a bearing on their decision on the product because they are unaware of the terminology of the claims represented in the advertisement.

The misleading claims by Apple cause there to be inequitable distribution of income and wealth because the misleading advertisement is causing the consumer financial hardship as they would use most of their income which they earned to purchase the product and they would want Apple to not have any misleading information about their product on the advertisement. ACCC intervened to help consumer to not have a financial hardship and that Apple is not taking advantage of the consumer to gain profit from the false advertisement.
Misleading claim by Apple should have disclosed the information to consumers that the new iPad would not be compatible to the 4G networks with in Australia and this false advertisement had caused the consumer some mental suffering with the claims in the advertisement because they were hoping that it would be able to work with a 4G network. So by the false advertisement the equitable distribution of income and wealth cannot be achieved because it would only favor the company and not the consumer.

Apple has a unique market structure because it consists of both oligopoly & monopolistic structure. Few large firms and the firms either sell identical mostly dominate the market in which Apple is it or differentiated products and the large firms make it harder for others to enter into the industry. It is a monopolistic structure also because if Apple were to increase the price there still would be a lot of consumers still waiting to buy the products and the government has to intervene in this case the ACCC because they do not want the companies to set the price to the extreme so consumers would go through hardship just for the product that is well differentiated from the other companies like Sony, Samsung and Toshiba. So the government has to monitor and foster the competition between the industries so companies are unable to set the price of their products.

Apple’s false claims, which caused the Australian Competition and Consumer Commission to intervene, were done to protect the consumer from companies taking advantage of the consumer. Also for those consumers who are unable to associate with the terminology written within the advertisements. Governments want to make companies have ownership of there misleading claims that can have detrimental effect on the consumer and to keep the companies from setting there product prices at extreme levels.

Harvard Referencing

Microeconomics - Economies and Diseconomies of Scale. 2012. Microeconomics - Economies and Diseconomies of Scale. [ONLINE] Available at: http://tutor2u.net/economics/revision-notes/as-marketfailure-government-intervention-2.html.

AmosWEB is Economics: Encyclonomic WEB*pedia. 2012. AmosWEB is Economics: Encyclonomic WEB*pedia. [ONLINE] Available at: http://amosweb.com/cgi-bin/awb_nav.pl?s=wpd&c=dsp&k=oligopoly,+characteristics.

Apple to refund Australians over 'false' iPad 4G | Tablet PC & iPad News | News.com.au | News.com.au. 2012. Apple to refund Australians over 'false' iPad 4G | Tablet PC & iPad News | News.com.au | News.com.au. [ONLINE] Available at: http://www.news.com.au/technology/tablets/bad-apple-watchdog-bites-tech-giant-over-ipad-4g-claim/story-fn6vigfp-1226311693352.

Hubbard, Garnett, Lewis, O'Brien, G, A, P, T, 2009. Essentials of Economics. 1st ed. Australia: Pearson Australia

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