Apple Complies with iPad '4G' Marketing Ruling in Australia, Faces New Complaint in Norway

Apple has updated its marketing for the new iPad in Australia after regulators in that country criticized the company over "misleading" marketing claims related to the iPad's 4G capabilities. The Australian Competition and Consumer Commission (ACCC) announced on Tuesday that it would pursue injunctions, fines and other remedies.

Apple responded by offering full refunds to Australian customers who felt misled about Apple's 4G advertising.


Apple has seen similar complaints over the iPad's 4G marketing in other countries including Norway, Sweden and the United Kingdom. Currently, the iPad only works on 4G LTE networks in the United States and Canada. The Norwegian complaint is more significant than those in the other countries. Like Australia, Norway has actually instructed Apple to change the wording of its marketing materials.

The Norwegian Forbrukerombudet, or Consumer Ombudsman, has expressed particular concern over the heavy focus on the new iPad's 4G LTE support and the description of the product as "designed with next-generation wireless technology".

Because the iPad's LTE support is incompatible with Norwegian wireless networks, the fact that the iPad supports LTE makes no difference to potential buyers in Norway and is thus "misleading". The Ombudsman has given Apple until April 10, 2012 to make the necessary changes.

Top Rated Comments

(View all)
Avatar
112 months ago
4G, a bag of hurt
Score: 23 Votes (Like | Disagree)
Avatar
112 months ago
Good.

Apple have definitely gone about the 4G thing the wrong way. Completely misadvertising it outside NA.

If its 4G, then its supposed to be 4G capable. It does not accept what will be the frequency for 4G in the UK, therefore it is not capable of 4G here.

But nevertheless, I'm sure the Advertising Standards Agency will be all over it by now. Expect a rename in the coming months.
Score: 17 Votes (Like | Disagree)
Avatar
112 months ago
In response to all the "get over it" comments -

Just take a step back, and think about what the reaction would have be in the United States if Apple released the brand new LTE-compatible "iPad Wifi + 4G" on March 7, then when everyone started receiving their pre-ordered iPads on March 16, they realized that it was utterly incompatible with either Verizon or AT&T's 4G networks.

Then, imagine if the response was "well.... it works perfectly well on Australia's and Norway's 4G networks, so I don't know what you are complaining about - it was in the fine print".

Or maybe the response would be "well.... technically you can call pretty much anything 4G, so you should be satisfied with pre-LTE 3G technology, because the fine print says that I can call that 4G if I want to".

I'm guessing that there would be a very large number of unhappy American consumers in that scenario.

As I said in a previous post - I love my Apple products and admire them as a company, but this is a monumental marketing mistake and local regulators around the world have every right to stand up for consumers in their local jurisdiction if a company has engaged in misleading advertising.
Score: 14 Votes (Like | Disagree)
Avatar
112 months ago
"4G" does not exist.
Score: 14 Votes (Like | Disagree)
Avatar
112 months ago
That's how consumer protection should work.
Score: 12 Votes (Like | Disagree)
Avatar
112 months ago

Apple has a 4G capable device. If you're in a 4G market, you get 4G on your capable device.


Except you won't ever get 4G on your 4G Apple capable device outside of North America. Which is what the problem is and the reason Apple are getting bitch slapped left, right and centre.
Score: 10 Votes (Like | Disagree)

Top Stories

Apple References Unreleased 2020 16-Inch MacBook Pro in Boot Camp Update

Monday October 26, 2020 8:42 am PDT by
Last week, Apple released an update for Boot Camp, its utility for running Windows on a Mac. While this update would typically be unremarkable, several of our readers noticed that the release notes reference an unreleased 2020 model of the 16-inch MacBook Pro. While this could easily be a mistake, the 16-inch MacBook Pro is nearly a year old, so it is certainly a worthy candidate for a...

Google Reportedly Pays Apple $8-12 Billion Per Year to be Default iOS Search Engine

Sunday October 25, 2020 2:59 pm PDT by
The United States Justice Department is targeting a lucrative deal between Apple and Google as part of one of the U.S. government's largest antitrust cases, reports The New York Times. On Tuesday, the Justice Department filed an antitrust lawsuit against Google, claiming the Mountain View-based company used anticompetitive and exclusionary practices in the search and advertising markets to ...

iPhone 12 Pro Allows You to Measure Someone's Height Instantly Using LiDAR Scanner

Saturday October 24, 2020 11:12 am PDT by
iPhone 12 Pro models feature a new LiDAR Scanner for enhanced augmented reality experiences, but the sensor also enables another unique feature: the ability to measure a person's height instantly using the Measure app. You can even measure the seated height of a person in a chair, according to Apple. When the Measure app detects a person in the viewfinder, it automatically measures their...

MagSafe Charger Only Charges at Full 15W Speeds With Apple's 20W Power Adapter

Monday October 26, 2020 3:38 pm PDT by
Alongside the iPhone 12 and 12 Pro models, Apple introduced a new MagSafe charger that attaches to the magnetic ring in the back of the devices, providing up to 15W of charging power, which is double the speed of the 7.5W Qi-based wireless charging maximum. Apple does not provide a power adapter with the $39 MagSafe charger, requiring users to supply their own USB-C compatible option. Apple...

Early iPhone 12 Tests Show Ceramic Shield is Stronger and More Scratch Resistant Than iPhone 11 Glass

Friday October 23, 2020 1:21 pm PDT by
Apple's new iPhone 12 models are protected by a Ceramic Shield cover glass that has nano-ceramic crystals infused right into the glass to improve durability. According to Apple, Ceramic Shield offers four times better drop protection than the glass used for the iPhone 11 models. YouTube channel MobileReviewsEh conducted some tests on the iPhone 12 using a force meter to compare its performance ...

iPhone 12 Six-Foot Drop Test Results: Ceramic Shield More Durable But Not Damage Proof

Monday October 26, 2020 5:00 am PDT by
Apple's new iPhone 12 and iPhone 12 Pro feature a new Ceramic Shield screen that Apple says offers 4x better drop performance. To test that claim, Allstate Protection Plans put the two models through a range of breakability tests and recorded the results. In a face down sidewalk drop test at six feet, the iPhone 12 suffered small cracks and scuffed corners and edges, leaving sharp grooves in ...

Bloomberg: New AirPods and AirPods Pro Coming in 2021, AirPods Studio Delayed, Third HomePod Model Also Possible

Monday October 26, 2020 3:34 am PDT by
Apple plans to update its AirPods line next year with two new models including third-generation AirPods and second-generation AirPods Pro, according to a new report from Bloomberg. The Cupertino, California-based technology giant is working on two new models: third-generation entry-level AirPods and the second version of the AirPods Pro earbuds, according to people familiar with the plans. ...

Report: Apple Silicon iMac Featuring Desktop Class 'A14T' Chip Coming First Half of 2021

Tuesday October 27, 2020 4:14 am PDT by
The first iMac powered by Apple Silicon is set to arrive in the first half of next year and will feature a desktop class "A14T" chip, according to Chinese-language newspaper The China Times. Codenamed "Mt. Jade," Apple's first custom-made desktop processor will be twinned with its first self-developed GPU, codenamed "Lifuka," both of which are being produced using TSMC's 5-nanometer process, ...

iPhone 11 Pro Outlasts iPhone 12 and 12 Pro in Extensive Battery Life Test

Friday October 23, 2020 8:36 am PDT by
Arun Maini today shared a new side-by-side iPhone battery life video test on his YouTube channel Mrwhosetheboss, timing how long the new iPhone 12 and iPhone 12 Pro models last on a single charge compared to older models, with equal brightness, settings, battery health, and usage. All of the devices are running iOS 14 without a SIM card inserted. In the test, the iPhone 11 Pro outlasted both ...

Apple Warns MagSafe Charger Can Leave Circular Imprints on Leather Cases

Friday October 23, 2020 3:23 pm PDT by
If you keep your iPhone in a leather case while charging with Apple's new MagSafe Charger, the case might show circular imprints from contact with the accessory, according to a new Apple support document published today. Apple's leather cases for the iPhone 12 and iPhone 12 Pro are not available until November 6, but a MacRumors reader has already shared a photo of a circular imprint on...