James Delahunty
15 May 2012 18:14
Advertising Standards Authority (ASA) nudges Apple to change adverts.
The newest iPad from Apple has been marketed with the term "Wi-Fi + 4G", since it can connect to Long-Term Evolution (LTE) networks in the United States. However, in the UK and the rest of Europe, the iPad will not connect to LTE networks if they are available, because different bands are used in the European Union as those used in the United States.
Consumers complained in the UK that the "4G" element in Apple's ad campaign for its iPad is misleading. Apple says that the confusion is caused by the fact that certain cellular providers market the term 4G differently.
Still, the Advertising Standards Authority (ASA) approached Apple on the issue, and the Cupertino-based firm said it will change the way it markets the new iPad in the UK.
"Carriers do not all refer to their high speed networks with the same terminology," said the firm in a statement, "therefore we've decided to use 'wi-fi + cellular' as a simple term which describes all the high speed networks supported by the new iPad."