EU regulator hits Apple with fine over iPhone water resistance claims

Italy has again fined Apple for what regulators in the country consider to be misleading marketing claims, despite the fine being only 10 million euros ($ 12 million) – a paltry sum of ‘a company like Apple.

This time around, the Autorita Garante della Concorrenza e del Mercato (AGCM) in Italy claims that Apple has told consumers that many iPhone models are water resistant, but iPhones are not as durable as Apple says. In one example, Apple claimed the iPhone 8 was rated IP67 for its water and dust resistance, meaning the phone could survive for up to 30 minutes in three feet of water. But the Italian regulator says this is only true under special laboratory conditions with static and pure water conditions.

AGCM ad specifically names iPhone 8, iPhone 8 Plus, iPhone XR, iPhone XS, iPhone XS Max, iPhone 11, iPhone 11 Pro, and iPhone 11 Pro Max. Presumably, the claims would apply to the iPhone 12 line as well, but this line has only just hit the market.

After naming the affected models and the specific claims it disputes with, AGCM went on to say that the problem is exacerbated by the fact that Apple’s standard warranty for iPhones generally does not cover accidental water damage. . (AppleCare +, a significantly extended warranty service that Apple offers at an additional cost, does.)

While Apple lists IP67 or IP68 ratings for its various smartphones, its support documents nonetheless advise users not to overwhelm their iPhones. The regulator interprets Apple’s actions as an effort to do its best at marketing, even though it recognizes in its customer support channels that reality is more complicated than just rating.

Like most of its competitors, Apple has regularly been subject to regulatory checks on many areas of its activity, notably by European regulators, but also by those in the United States and other regions.