Apple has escaped an ad ban from the Advertising Standards Authority (ASA) over claims it made about its camera in a TV spot for the iPhone X.
The ASA investigated Apple after receiving complaints about a spot broadcast in March, which stated: ‘Radically-new cameras with Portrait Lighting. Studio-quality portraits. Without the studio. See portraits in a whole new light.’
The complainants challenged the claim that the iPhone would allow users to create ‘studio-quality portraits’. However, Apple said that there was no industry standard definition of ‘studio-quality’ portraiture, and suggested that the term was a subjective one.
The company pointed to the iPhone X’s 50mm focal lens – a popular lens for portrait photography – and said that the lighting options available on the phone were able to mimic what could be achieved in a studio. Apple noted that the camera’s ‘Portrait’ mode utilised dual cameras to create a depth field effect, allowing users to mimic more traditional styles of portrait photography.
In its assessment of the spot, the ASA ruled that Apple had not exaggerated the iPhone’s capabilities, and said that “we considered consumers would understand... that the lighting effects on the phone allowed the user to imitate a portrait photograph taken in a studio.”
Although the watchdog pointed out that, “There were many effects, techniques and tools used in studio photography, many of which were not available to someone solely using the iPhone X,” the ad only emphasised features that came with the handset, such as lighting effects and the quality of the lens.
Meanwhile, Clearcast stated that it had been given a demonstration of the iPhone X’s camera at the time of the product’s release, and that it had judged the images in the ad to be a fair reflection of the camera’s capabilities.
The campaign was created by TBWA\Media Arts Lab.