Apple has recently introduced a new 14-day no questions asked return policy for iTunes, App Store and iBooks purchases in Europe including the UK, Germany, Italy, France and many other EU countries.
Apple's terms and conditions for the store previously stated users had the right to withdraw from a transactions "without charge and without giving any reason until delivery of the products has started." That meant purchases where all but final apart from some exceptions handled by Apple support.
Now, Apple has updated its terms to include a specific no questions asked 14-day return window that includes all purchases apart from gift cards.
Apple states it will refund users within two weeks of receiving notice of cancellation either through its Report a Problem feature or a written statement.