I would probably recommend the small-claims court first (assuming that's a thing where you live). If you issue a chargeback, Apple isn't constrained by any code of conduct, and could retaliate by deactivating your Apple ID or refusing to sell you anything in the future, or...
But if you get a court order for Apple to take some specific action (like a refund), I'd think they'd be less likely to retaliate since you could presumably bring another (legal) case against them that their retaliation was shady.
Then again, I don't know about laws where you live, so maybe this isn't a consideration.
