The ASA concluded that the advert must not reappear, as it misled viewers about the iPhone's actual speed, despite Apple's defense of its relative claims.
The ad's claim of the iPhone being 'really fast' and visuals of instant loading misrepresented its performance, leading to complaints upheld by the Advertising Standards Authority.
Apple defended the advert by stating that the claims were comparative, emphasizing that the 3G model was 'really fast' compared to its 2G predecessor.
The ASA determined that the phrase 'network performance will vary by location' did not mitigate the misleading nature of the advert, which created false speed expectations.
#advertising-standards-authority #apple-iphone #3g-model #misleading-advertising #consumer-protection
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