Apple has introduced a new cancellation feature for digital content in several European countries, including the UK, Germany, and France. The new policy allows customers in applicable countries to essentially "return" digital purchases from iTunes, including apps, music, and books, for a refund within 14 days of purchase. From Apple UK:
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.
Apple will issue the refund within two weeks of getting a customer's order cancellation. The change has likely come about thanks to new consumer protection policies in Europe regarding app and game purchases, introduced earlier this year.