Apple has changed its Pro Display XDR marketing copy in the United Kingdom after a few complaints were filed with the Advertising Standards Authority. Apple had been using some phrases in its marketing content like “far beyond HDR”, as well as some ambiguous copy regarding P3 wide color gamut and 1,000,000:1 contrast ratio. The company has made some changes based on the complaints.
Apple removes “far from HDR” line from Pro Display XDR webpage
The Advertising Standards Authority in the UK regulates the content of “advertisements, sales promotions, and direct marketing” and investigates any complaints made against them. Despite the glowing reviews that Pro Display XDR received, it also received some complaints that were filed with the ASA in the UK. The first of these complaints was regarding usage of the phrase “far beyond HDR”, to highlights Extreme Dynamic Range (XDR) on Pro Display XDR. Apple has now resolved this by removing the “far beyond HDR” phrase from its website.
The second issue was regarding vague copy used on Pro Display XDR’s webpage which says “A P3 wide color gamut provides a color palette capable of creating the most vibrant imagery.” This lead some customers to believe that Pro Display XDR supports 100% of the P3 wide color gamut, but that is not the case, as it supports 99% of the P3 wide color gamut. Apple has now added a footnote to clarify this.
The last issue, which is still not resolved, is related to Apple’s claims that Pro Display XDR supports 1,000,000:1 contrast ratio. The company has not removed this, as it is awaiting results from independent tests so it can back up the claim.
All the changes will only be valid on Apple’s UK website. In other locations, the content still uses the aforementioned lines without any changes. We expect that Apple will refer to its independent contrast ratio test results in other locations too, once it receives them.