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In 2008, Apple agreed to cut the price UK consumers pay to download music for their i Pods after a formal complaint to the European Commission from the UK consumer group Which? Regarding Apple in particular, the federal complaint alleged that "Apple facilitated the Publisher Defendants' collective effort to end retail price competition by coordinating their transition to an agency model across all retailers.

demonstrated higher prices in UK for the same i Tunes songs sold elsewhere in the European Union (EU). Apple clearly understood that its participation in this scheme would result in higher prices to consumers." In the same month, Harper Collins, Hachette and Simon & Schuster settled with both the DOJ and the state attorneys general, with Harper Collins and Hachette agreeing to pay Texas and Connecticut $52 million in consumer restitution, leaving Apple, Penguin, and Macmillan as remaining defendants.

From 1993 to 1996, Apple developed a marketing strategy that promised free and unlimited live-telephone support on certain products for as long as the original purchaser owned those products; by 1997, however, changes in Apple's Apple Care support policy led Apple to rescind the offer, resulting in a consumer class action lawsuit for breach of contract.

Apple denied wrongdoing but, in settlement of the claims, Apple ultimately reinstated the telephone support for the duration of original ownership of the otherwise obsolete products and customers affected by the change were given a limited reimbursement if they had been refused telephone support, had been charged per incident, or had incurred third party support charges.

Apple is a member of the Business Software Alliance (BSA), whose principal activity is trying to stop copyright infringement of software produced by BSA members; Apple treats all its intellectual property as a business asset, engaging in litigation as one method among many to police its assets and to respond to claims by others against it. Patent and Trademark office (USPTO) alone, most in opposition to or taking exception to others' use of the terms "apple", "pod", and "safari"; those cases include sellers of apples (the fruit), as well as many others' less unassuming use of the term "apple". The suit initially alleged that five days after Real Networks released in 2004 its Harmony technology making its music playable on i Pods, Apple changed its software such that the Real Networks music would no longer play on i Pods.