Mac news from outside the reality distortion field
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November 26, 2008, 8:47 am

This iPhone ad was banned in Britain

Really Fast stillThe British Advertising Standards Authority is nothing if not literal-minded — which may be why Apple ads that hew closely to Steve Jobs’ standards of truth in advertising keep running into trouble in the United Kingdom.

Last summer the Authority banned an Apple TV ad with a voiceover that said “all the parts of the Internet are on the iPhone.” Objection: there are many parts of the Internet requiring Flash and Java that you can’t get to with an iPhone. (see here)

On Wednesday, the ASA banned a second iPhone ad.

According to the BBC, 17 viewers complained that this particular “advert” showed an iPhone 3G downloading files and Web pages “really fast” — in less than a second — something you can apparently do in an editing room but not with an iPhone in the wild.

Judge for yourself. Although the ad can no longer be aired in Britain, we can show it here, via paidcontent.org:

You can read the ASA’s ruling, including Apple’s (AAPL) three paragraph defense, here.

It’s not a question o fruth. A 30sec. ad can only show few things so it’s natural to speed up pauses. This is done in so many ads.

Posted By Anonymous : December 6, 2008 7:01 pm

Everybody knows that it’s very rare to find truth in advertising, and I don’t think that anyone who has ever used a phone to access online content would believe it could be literally as fast as it is in the advert. We’re not that stupid. In the least Apple should just have been told to add some small print on screen, as we see in video game ads that show footage that isn’t from the gameplay and also in various other adverts.

Also to the person mentioning the anti-war protests and the lack of anything happening, that is unfortunately the way our country works. A lot of us didn’t want to go to war, but with no election due at the time there was nothing that could be done to stop the government from going ahead with it.

Posted By Jen, Leeds, United Kingdom : December 4, 2008 10:09 am

the TV Ads are all 30 seconds long, how is apple going to show a few things the iphone can do if the page download was left in real time without editing??? the same goes for the attachment download and the GPS feature… they have to cram it all in 30 seconds. Apple is not misleading.

Posted By Joe Smith. New York, NY : December 3, 2008 1:33 pm

lmao…

typical BS hype…

apple products are inferior at twice the cost and steve ‘blow’ jobs uses outright lies to attempt to garner more sales…

i know for a fact that only the noobie ‘techno wannaBs’ will believe this crap.

Posted By maddawg, wash. DC : November 30, 2008 11:27 am

17 people complain that an add is not 100% correct, and the government TAKES ACTION!!!

The first day I was in London, I saw a million people marching to try and stop a war in Iraq. Think it had to do with WMD or something like that.

Nothing happened.

Gotta love the brits.

Posted By cynik, Switzerland : November 29, 2008 12:31 am

At least they can do something about it. The commercial is misleading. That is not the actual speed!

Posted By Ruben,Austin,TX : November 28, 2008 9:52 pm

Why is Microsofts ad still running when it associates Windows with “PC” when a “PC” can be anything .. BSD, Linux, OS/2, etc etc

Posted By Kenneth , Maidstone, UK : November 27, 2008 6:12 am

10XCSN
The truth will RULE US ,someday…
keep dope, I mean hope alive.
Change means hope…
peaazzzzee alll

Posted By al poots , oro valley az : November 27, 2008 1:54 am

wow – those lucky Brits! If only we had something like that over here to protect us from all the lying, cheating ads we have to put up with.

Posted By ronjoe, NYC, NY : November 26, 2008 5:20 pm

Oh. I think most agree the ad was edited instead of waiting for the actual speed of the downloading which would if increased the size of the commercial from 30 seconds to a couple of minutes.

Note that the finger disappears after pressing a button or screen. An easy way to edit out the waiting time.

As said in a previous comment, WiFi ain’t that fast. In the US, some have complained that the speeds are quite slow.

Posted By Gisabun, Toronto, Canada : November 26, 2008 12:41 pm

According to the BBC, 17 viewers complained that this particular “advert” showed an iPhone 3G downloading files and Web pages “really fast” — in less than a second — something you can apparently do in an editing room but not with an iPhone in the wild.
Talk about idiotic complaints. Though I understand that it may depend on your service, the one shown in the video shows email attachment being downloaded that compares to my 3G speed with ATT.

Posted By BuhBah, LV, NV : November 26, 2008 11:47 am

Would the speeds shown in the advert be in line with what you would get with WiFi? Not owning an iPhone I wouldn’t know.

Substituting 3G with WiFi, while talking about 3G, would be deceptive.

ex ped: Unfortunately, no. Even Wi-Fi is not that fast.

Posted By R Brown, Finger Lakes, NY : November 26, 2008 11:23 am

This is silly and nitpicky, but I think we could use a little heavy handed stuff like this in the U.S. where scumbags can advertise anything they want on the off chance that some poor idiot will buy it in a fit of stupidity.

Posted By Barton, California, USA : November 26, 2008 10:37 am

Well, it can actually be that fast in the wild given you have access to a (fast) WiFi net.
On the other hand no thelephone what so ever should be adverticed as “Internet savvy” as there is always a bild spot in the wild where there is no network access. Actually it would be wrong to advertice it as a phone at all…

Posted By Pär, Swe,Europe : November 26, 2008 10:08 am
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Philip Elmer-DeWittSilicon Valley veterans like to joke that Steve Jobs must be surrounded by a reality distortion field; if you get too close to him, you start to believe what he's saying. Thanks to the success of the iPod, the launch of the iPhone and the renewed interest in the Mac, Apple has made believers out of millions of customers - and made a lot of investors rich. But Philip Elmer-DeWitt believes that an ounce of skepticism never hurts when writing about the company. He should know. He's been covering Apple - and watching Steve Jobs operate - since 1982, first for Time Magazine, then for Business 2.0, and now for Fortune.
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