When companies claim something in a promo, they have to be able to back that claim up. So when Apple started promoting the iPhone X as being capable of taking “studio quality portraits,” it turns out that some people were not at all convinced.

By some, we mean two, because they saw fit to complain to the ASA. They claimed that Apple promos were misleading because they did not believe that an iPhone was good enough to take shots that could be compared to anything studio quality.

However, it turns out that it can.

At least, that’s what the ASA thinks because it has given Apple the OK to continue saying that the iPhone X is capable of taking images that are studio quality after Apple argued that the iPhone X takes portrait images at a 50mm focal length, the same as is used by most professional photographers. As there is apparently no defined term for “Studio quality portraits,” who are the two complainers to argue?

The ASA agreed.

“We acknowledged that the camera on the iPhone X featured a focal lens commonly found in studio photography and understood that the images shown in the ad were photographs taken with the phone. We considered that the lighting effects that could be used when capturing and after having captured an image allowed the user to mimic a photograph similar to those taken in a studio.”

“We recognised that there were many effects, techniques and tools used in studio photography which played a vital role in capturing high standard images, many of which were not available to someone solely using the iPhone X. However, we recognised the emphasis was placed on the significance of the lighting effects on achieving the quality of image the ad demonstrated, and we understood that those images shown were a true reflection of the capabilities of the iPhone X’s camera.”

We’re glad we can put that one to bed, then.

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