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Fri, Mar 19, 2010 - 09:20 AM EDT — AAPL: 224.65 (0.00, +0%) | NASDAQ: 2391.28 (0.00, +0%)

UK’s Advertising Standards Authority: Apple has right to say apps are ‘Only On The iPhone’

Wednesday, July 29, 2009 - 11:37 AM EDT

An Apple Inc. TV ad in the UK demonstrated a range of applications for the Apple iPhone. The voice-over stated "If you need to find a cab in a strange city, theres an app for that. Or figure out your share of the bill for a table of five, theres an app for that. Or fix a wobbly bookshelf, theres even an app for that. Yep theres an app for just about anything. Only on the iPhone." On-screen text stated "Network speeds may vary. Apps sold on apps store ... Only on O2."

In a complaint to the UK's Advertising Standards Authority (ASA), en viewers challenged whether the ad was misleading, because although the voice-over stated "Only on the iPhone", the G1 phone had a similar application market place from which a range of applications could be downloaded.

Apple UK Ltd (Apple) said the claim "Only on the iPhone" followed directly from the phrase "theres an app for just about everything." They said the App Store provided users with a unique experience unmatched by any other application market place, including the Android Market which provided applications for the G1 phone. They pointed out that the number of applications available at the App Store was far higher than their competitors, and there were currently over 50,000 applications available. They said the App Store allowed users to search by category, had a mixture of paid-for and free applications, was available in 88 different countries and was accessible on a number of platforms.

By contrast, they said the applications available for the G1 phone numbered around 2100 and were available to consumers in nine countries only. They emphasised that the iPhones Multi-Touch functionality was more advanced than any competing functionality and allowed users to perform actions such as "pinch-to-zoom" and "swipe-to-scroll". They said that because of its reputation, many brands and developers launch their applications only on the App Store.

Clearcast acknowledged not all the applications illustrated in the ad were exclusive to Apple. However, they said the number and variety of applications available on the iPhone surpassed those available on any other phone, and were satisfied that the claim "an app for everything. Only on the iPhone" was accurate and did not mislead.

The ASA noted the ad demonstrated a range of applications before the voice-over stated "theres an app for just about anything. Only on the iPhone". We therefore considered viewers would understand the claim "Only on the iPhone" to refer to the range of apps available and the user experience of the App Store and iPhone, and not that they were the only company to provide applications for mobile phones. Because Apple had shown there were far more applications available for the iPhone than the G1 phone, and user-experience of the iPhone and the app store was distinct from its competitor, we concluded the claim "Only on the iPhone" was justified and not misleading.

Source ASA

MacDailyNews Take: Only on the iPhone, bitch.

Direct link via YouTube here.

[Attribution: mocoNews.net. Thanks to MacDailyNews Reader "Dirty Pierre le Punk" for the heads up.]

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Jul 29, 09 - 11:45 am Comment from: Latin69

Only On The iPhone

Jul 29, 09 - 11:47 am Comment from: Spark

This is quite significant actually. The ASA is typically very demanding on the claims made by advertisers. Them backing the App Store tagline of having an App for everything is amazing.

Jul 29, 09 - 11:49 am Comment from: G4Dualie

Only 10 complaints of false advertising? Wow.

Wait till word of this gets out...

Jul 29, 09 - 11:56 am Comment from: Crabapple

I will copy..., must copy..., I will copy the iPhone copy..., must copy...., I will copy.....

I will copy..., must copy..., I will copy the app store copy..., must copy...., I will copy.....

I will copy..., must copy..., I will copy the app store claim copy..., must copy...., I will copy.....

I will complain..., must complain..., I will complain about Apples app store claim complain..., must complain...., I will complain.....

I might get away with it..., must get away with it....., I will get away with it because I must get away with it...., I will get......

Jul 29, 09 - 12:19 pm Comment from: mossman

If we're hearing all these complaints against Apple's alleged deceptive advertising in the UK (this is the 3rd I'm aware of in the last few years), where are all the reports of complaints against Microsoft?

Jul 29, 09 - 12:20 pm Comment from: Jubei

@Crabapple

Hahaha. I'm thinking this is exactly what is going through Ballmers brain all day long. Gates when he was still CEO.

Jul 29, 09 - 12:30 pm Comment from: Raymond in DC

What's misleading is that the vast majority of those apps work on the iPod touch as well. But perhaps they *had* to say "Only on the iPhone" because only on the iPhone do all of those apps work (presuming one is running 3.0)

Jul 29, 09 - 12:36 pm Comment from: Crabapple

@Raymond in DC, You said it. The VAST majority. In any case, the iTouch does not garner as much revenue for Apple inc. as does the iPhone.

It would have been misleading if they had included the iTouch in that advert.

Jul 29, 09 - 12:48 pm Comment from: Gabriel

@ mossman - that does seem to be the ten million dollar question. Microsoft's assertions could definitely use this kind of scrutiny.

Jul 29, 09 - 01:26 pm Comment from: @ Spark

The tagline doesn't claim there is an app for "everything" It says there is an app for "just about anything". As in "almost but not quite everything".

Jul 29, 09 - 01:27 pm Comment from: Fat Bastard

I have to agree with the ruling. I was never confused myself, and their interpretation matches the one I've held since they started running the ads.

Jul 29, 09 - 02:03 pm Comment from: M.X.N.T.4.1.

Since the ad is basically for the app store and iPhone, as opposed to specific apps, it's quite logical to state that the experience is only available on the iPhone since the app store is for iPhone apps.

Jul 29, 09 - 02:43 pm Comment from: Malthus

@G4Dualie
"Only 10 complaints of false advertising? Wow."

That's how many people have a G1 phone...

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Fri, Mar 19, 2010 - 09:20 AM EDT — AAPL: 224.65 (0.00, +0%) | NASDAQ: 2391.28 (0.00, +0%)

UK’s Advertising Standards Authority: Apple has right to say apps are ‘Only On The iPhone’

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Fri, Mar 19, 2010 - 09:20 AM EDT — AAPL: 224.65 (0.00, +0%) | NASDAQ: 2391.28 (0.00, +0%)

UK’s Advertising Standards Authority: Apple has right to say apps are ‘Only On The iPhone’

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