Furious Apple customers in Beijing are turning to consumer rights watchdogs after being denied refunds promised in promotions for the newly released iPad 2.

In launching the second-generation last week, the American giant slashed the price of the original iPad by 1,100 yuan and offered to repay the difference to those who bought it for 3,988 yuan between Feb 18 and March 3.

Yet, many shoppers who have attempted to claim the cash at the capital's authorized dealers have hit a brick wall.

As of Tuesday, 177 customers - 23 in Beijing - had lodged complaints with 315ts.net, a website established by the China Electronics Chamber of Commerce. Yang Yanfeng, executive secretary at the website, told China Daily METRO all complaints are now being investigated.

The problem stems from the fact the refund is only available to those who bought iPads at Apple shops or through the company's online retail store. This was not mentioned in the promotional campaigns.

According to Apple's website, Beijing has two stores - Sanlitun Village and Joy City in Xidan - and 94 authorized dealers.

"It's discrimination," wrote a woman called He on 315ts.net on Tuesday. She explained she bought an iPad on Feb 23 from a dealer in Chaoyang district who is not offering any refunds or returns.

Another woman called Li wrote about a similar experience she had in Fengtai district on Feb 27. "Apple Inc didn't tell consumers that authorized dealers wouldn't be offering the price protection policy," she added. "They're misleading consumers."

Staff at authorized dealers in Chongwenmen and Jianguomen told METRO they had received no orders from bosses about the refunds, but suggested shoppers leave their information so they can be contacted if the situation changes.

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METRO was unable to contact a spokesman for Apple on Tuesday. However, a public relations officer called Yang quoted by Beijing Morning Post said the company does not interfere with the practices of authorized dealers after they have purchased stock.

Electronics stores Gome and Sunning, which have branches nationwide, are now offering shoppers refunds after receiving several complaints. Statements on both companies' websites said they will pay the refund now and negotiate with Apple later.

360buy.com, one of China's largest online retailers, also announced on Sunday it will repay consumers and cover the costs on its own.

"The manufacturer should not differentiate between consumers. It will definitely cause complaints," said Qiu Baochang, director of the Beijing Lawyers Association's consumer rights protection committee.

Although shoppers buy iPads through various channels, they should receive a uniform service, he said, adding: "The manufacturer should pay more attention to customer complaints."