With almost zero notice and no fanfare, Apple has introduced a 14-day no-questions-asked return policy for anything bought in the iTunes store (music, apps, movies, TV shows, etc.) as well as iBook purchases. The catch? The offer only applies in the UK and the EU.
I quote from the new terms of service:
Right of cancellation: If you choose to cancel your order, you may do so within 14 days from when you received your receipt without giving any reason, except iTunes Gifts which cannot be refunded once you have redeemed the code.
Why the generous terms? Probably because of new consumer rights laws in the EU. More details can be found at 9 to 5 Mac.