Tesco won’t honour £49.99 iPad offer, UK chief exec steps down

15 Mar 2012

The latest Apple iPad

Supermarket chain Tesco is refusing to hand over the new Apple iPad tablet computer to customers for £49.99 (€60) despite the price being listed on its website. Tesco’s UK chief executive is also stepping down.

Online shoppers crashed the Tesco Direct website earlier this week after the latest iPad Wi-Fi 4G 64GB model had been advertised for £49.99 rather than £659 (€791).

Despite taking orders at the reduced price, Tesco has refused to honour the offer, attributing the £49.99 price tag to an “IT error”.

Tesco sent an e-mail to customers reading, “Thank you for your recent Tesco Direct order for an IPAD WI-FI 4G 64GB.

“Unfortunately, there was an error in the price at the time that you placed your order, and as a result we have had to cancel your order.”

The e-mail went on to say that no payment had been taken for the order and concluded with, “If you would like to re-order the IPAD, on the official launch date on Friday 16th March it will be available on our website at the correct price £659.”

Angry consumers deemed the incident as a PR stunt and others took to social media sites such as Twitter to vent their ire over not getting an iPad for 50 quid, after all.

Other Tesco news on Twitter this morning pertain to Tesco’s UK chief executive Richard Brasher, who is stepping down in July.

Brasher has only been in the role for a year and his departure follows disappointing Christmas sales, a dip in market share and a profit warning in January, BBC News Online reports.

Tesco CEO Philip Clarke will assume responsibility for the UK, the company said in a statement.