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When Apple introduced his iPhone X he promised that the portrait mode of his camera would make you take pictures as if they were made in the studio.
he received a claim for misleading advertising which was dismissed because, according to the British Advertising Regulator Advertising Standards Authority ( ASA ) is an assertion subjective who must do, among others, with the skill of the photographer .
Two plaintiffs had protested to ASA against the words "studio-quality portraits" used by Apple in an advertisement published in March to promote the iPhone X, deeming them misleading.
According to the complainants, the term "quality of study" was somewhat subjective applied to the features of Portrait Lighting, since there are "great differences between the techniques, the equipment , lighting and talent "of the photographer.
According to the ASA Apple stated that the 50mm lens found in the iPhone X is one of the most popular used in the studies professional photography and that lighting options available on the phone can mimic what is done in studies.
In addition, the company Clearcast, in charge of the pre-promotion of television commercials, told ASA that the phrase " study quality "was not an official nor measurable term and that a quality of photographs – up to a point – depends on the photographer's ability [19659009].
Following a previous study, ASA finally rejected the lawsuit whereas the use of "studio-quality portraits" is not misleading.
The agency considered that "consumers can understand that the term means that the lighting effects of the phone allow the user [19659014] to imitate a portrait taken in a photographic study. "
Although the organization recognized that" there are many of cameras and used effects "that" are not available for anyone who uses only the iPhone X ", estimated that the # 39 importance is focused on the fact that light effects achieve the image quality shown in advertising.
At no time was it declared that the camera of iPhone X is a professional camera simply Apple announced that the photos of the phone could come to imitate those taken in the studio.
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