stihl fs40 trouble starting stiff starting cord

My stihl fs40 that is less than 1 year old has become really difficult to start. The pull cord is really stiff and hurts my elbow. The shop where I bought it says that's normal but that's rubbish because I bought because it is supposed to be 'easy start! ' Any help most welcome.

crwdns2934089:0crwdne2934089:0 crwdns2934093:0crwdne2934093:0

crwdns2934109:0crwdne2934109:0

crwdns2889612:0crwdne2889612:0 0
crwdns2934285:0crwdne2934285:0