Recently, Apple’s marketing for Pro Display XDR was reviewed by the Agency for Advertising Standards in the United Kingdom. After studying several complaints, the agency asked Apple to abandon the statement “far beyond HDR”, clarify its P3 wide color gamut, and also questioned the 1000000:1 contrast ratio of the display. Now, Apple has updated the relevant text on the British official website.
Since its launch, Apple’s Pro Display XDR has received a lot of praise. Jeff Benjamin, who includes 9to5Mac, said: “This is the product with the best hand-feeling in terms of manufacturing materials, bracket and panel itself among the monitors I have seen.” PCMag’s test also indicated that it did meet Apple’s strict requirements.
However, we understand that the Advertising Standards Agency (ASA) of the United Kingdom is reviewing how Apple markets the display in the UK after receiving multiple complaints, and then told Apple to stop using the “far beyond HDR” statement. In addition, ASA requires Apple to clearly state that it supports a 99% P3 wide color gamut. Consumers previously complained that Apple’s marketing method was misleading customers and made them think it was a 100% P3 wide color gamut.
Finally, related complaints also questioned Apple’s claim that Pro Display XDR provides a contrast ratio of 1000000:1. Last week, ASA listed Apple’s “unofficial resolution” cases on April 7. The authority confirmed to 9to5Mac that this was the marketing review of Pro Display XDR.
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Today, April 12, Apple changed the product’s webpage based on ASA’s evaluation. First of all, the phrase “far beyond HDR” is deleted. Secondly, Apple added a footnote to the description of the P3 wide color curve. At present, the contrast ratio of 1000000:1 is still on the product’s UK website. It is reported that Apple is conducting independent tests to confirm this statement. Since this is only a compliance practice in the UK, Apple’s Pro Display XDR page in the US and other regions has not changed.
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