Apple's already got at least one patent for a folding phone:
Looks like they're gonna have another fight...
The fines are quite large, up to 500 000 UKP at the moment but there aren't many of them issued in a given year.
On the horizon, however, is this:
The EU General Data Protection Regulation (GDPR), which comes into force in 2018 with maximum fines of the larger of 20 million euros or 4% of global turnover.
No one knows how this will affect a post-Brexit UK, but if you do business in the EU it's not too soon to get your house in order.
I'm sure the real idea is to make impulse-buying easier and the norm. An early step in this direction was One-Click purchasing. Now you don't even have to click.
As a consumer, try to never impulse-buy anything. Put it in your 'basket' by all means but wait a few days, see if it still seems necessary. In many cases you can just delete it at that point. Buyer's remorse is your friend if you can arrange to experience it before you've closed the deal.