In March, a number of regulatory organizations announced they were looking into Apple's advertising claims surrounding the 4G capabilities of the new iPad. The Advertising Standards Authority in the United Kingdom has announced it doesn't feel Apple has adjusted its iPad 4G advertising to comply with local laws, reports the BBC.


Apple's UK site still offers consumers the chance to buy a "wi-fi + 4G" version of the iPad.

A footnote explains that "4G LTE" is supported only on certain networks in the United States and Canada.

The ASA said it had since been contacted by several complainants who had identified other "potentially problematic claims" about the iPad and 4G on the website.

"If it appears that the problem claims we asked Apple to remove are still appearing," the regulator said, "we will investigate these new complaints."

4G networks haven't arrived in Britain yet, and when they do, the networks won't be supported by the new iPad. The iPad only connects to 4G LTE networks in Canada and the United States. Apple has been offering refunds to consumers who feel misled by the company's 4G claims.

The UK has strict regulation of advertising claims and Apple's marketing has been the subject of several decisions from the ASA. In 2008, the agency banned an iPhone ad over misleading claims, while a more recent decision regarding claims of the world's thinnest smartphone came down in Apple's favor. The ASA also ruled in Apple's favor earlier this year in a dispute over advertising for Siri on the iPhone 4S.

Top Rated Comments

Saladinos Avatar
115 months ago
Looks like Apple have removed pretty much all the references to 4G and LTE except for in the online store where they refer to it as a "Wifi + 4G" model and in the technical specifications. Guess they haven't gone far enough.

Strangely they don't refer to 3G anywhere at all either and use UMTS, HSPA, HSPA+, DC-HSDPA instead. Which will probable confuse people further.

Still can't believe they made such a mess of this, wonder who'll be in the firing line for it?

Agree. Why didn't they just call it WiFi + 3G outside of the supported 4G territories? It would have avoided this whole mess.

Either the 4G works and should be advertised as a selling point or it doesn't and shouldn't.
Score: 6 Votes (Like | Disagree)
Therbo Avatar
115 months ago
Ha!! Why anyone's bothered about 4G support on the iPad in the UK I don't know.

3G coverage is dire in this country (and even 2G is far from brilliant). By the time we get halfway decent 4G coverage here the iPad 8 will be out and the US will have 6G.

Well no, HSPA+ is also considered 4G in the US but in the UK its considered 3G. Even Three UK aren't using it as their rolling out their DC-HSPA, because people didn't want them to end up like the carriers in the US.

The UK had the first consumer 3G network (over 10 years ago), and if you look at Three UK, they cover pretty much most the country.

4G will come to the UK, but its probably going to be LTE-Advanced, which is true 4G.
Score: 5 Votes (Like | Disagree)
Eraserhead Avatar
115 months ago
3G coverage is dire in this country

Is it? Which countries is it better in?
Score: 4 Votes (Like | Disagree)
Porco Avatar
115 months ago
It's simply not a 4G device in the UK, and they shouldn't be calling it 4G in the UK. It's made even more stupid (in the screenshot shown) by plonking the logos of the UK carriers next to the 4G, none of whom will providing a 4G plan that works on this iPad. They might as well put Verizon and AT&T logos there if they're going to call it 4G.
Score: 4 Votes (Like | Disagree)
PhilipOrr Avatar
115 months ago
Once the Analogue Broadcast network is switched off in November, the comms spectrum will be sold off to the telcos for a nice premium. Even then, once the 4G network is in place, the UK will be using a different frequency network compared to the US, so it still won't work. Hope the iPhone 5, when released, will support multi frequency band switching to allow 4G in all countries.

Web: (
Twitter: @InfuriousLtd (!/InfuriousLtd)
Score: 2 Votes (Like | Disagree)
babyj Avatar
115 months ago
Looks like Apple have removed pretty much all the references to 4G and LTE except for in the online store where they refer to it as a "Wifi + 4G" model and in the technical specifications. Guess they haven't gone far enough.

Strangely they don't refer to 3G anywhere at all either and use UMTS, HSPA, HSPA+, DC-HSDPA instead. Which will probable confuse people further.

Still can't believe they made such a mess of this, wonder who'll be in the firing line for it?
Score: 2 Votes (Like | Disagree)

Top Stories

microsoft edge ios android

Bill Gates Says His Preference for Android Over iPhone is Due to Pre-Installed Software

Friday February 26, 2021 3:35 am PST by
Microsoft co-founder Bill Gates this week participated in his first meeting on Clubhouse, the increasingly popular invite-only conversation app, where he fielded a range of questions as part of an ongoing book tour. Gates was interviewed by journalist Andrew Ross Sorkin, and given that the Clubhouse app is currently only available on iOS, naturally one of the questions that came up was...
Top Stories 47 Feature copy

Top Stories: MacBook Pro, iMac, and AirPods Rumors, macOS 11.2.2, MagSafe Wallet Revisited

Saturday February 27, 2021 6:00 am PST by
March is right around the corner, and that means our first good opportunity for Apple product launches in 2021 as the company frequently has significant launches in March or April each year. We're hearing rumors about MacBook Pro, iMac, AirPods, and more, although many of these will be coming out at different times over the course of the year. This week also saw a macOS update to address a ...
iphone 6 in hand

Apple Faces Another iPhone Lawsuit Over 'Programmed Obsolescence'

Monday March 1, 2021 6:44 am PST by
Apple faces a new class-action lawsuit that accuses it of deliberately releasing iOS updates that slowly reduce the performance of an iPhone, forcing customers to upgrade their devices. The lawsuit comes from the Portuguese Consumer Protection Agency, Deco Proteste (via Marketeer), which in a statement says that it will proceed with a case against the Cupertino tech giant because it...

HomeKit Essentials Worth Checking Out

Saturday February 27, 2021 7:05 am PST by
HomeKit was slow to take off after its 2014 launch, but now that it's been around for seven years, there are hundreds of HomeKit products available, ranging from doorbells and speakers to TVs, lights, and cameras. In our latest YouTube video, we rounded up some of our favorite HomeKit products that we find most useful. Subscribe to the MacRumors YouTube channel for more videos. HomePod...
First Look Big Sur Feature2

Apple Releases macOS Big Sur 11.2.2 to Prevent MacBooks From Being Damaged by Third-Party Non-Compliant Docks

Thursday February 25, 2021 10:07 am PST by
Apple today released macOS Big Sur 11.2.2, the fourth update to the macOS Big Sur operating system that launched in November. macOS Big Sur 11.2.2 comes two weeks after the release of macOS Big Sur 11.2.1, a bug fix update. The new ‌‌‌‌macOS Big Sur‌‌‌ 11.2.2‌ update can be downloaded for free on all eligible Macs using the Software Update section of System Preferences....
iphone 12 pro display video

iPhone 13 to Include 1TB Storage Option and LiDAR Across the Board, Says Wedbush Analyst

Monday March 1, 2021 4:00 am PST by
Apple's forthcoming iPhone 13 could include a 1TB storage option for some models and LiDAR Scanners across the entire lineup, according to a report from Wedbush analysts. In a new note to investors, seen by MacRumors, Wedbush analyst Daniel Ives said that initial Asian supply chain checks gave the firm "increased confidence" that Apple's 5G-driven product cycle would extend well into 2022,...
flat mbp 14 inch feature yellow

Redesigned 14-Inch MacBook Pro Expected to Feature Brighter Mini-LED Display With Slimmer Bezels and More

Thursday February 25, 2021 7:48 am PST by
Apple plans to unveil new 14-inch and 16-inch MacBook Pro models with Mini-LED-backlit displays in the second half of this year, according to industry sources cited by Taiwanese supply chain publication DigiTimes. The report claims that Radiant Opto-Electronics will be the exclusive supplier of the Mini-LED backlight units, while Quanta Computer is said to be tasked with final assembly of the...
mac mini developer transition kit photo feature

Apple Requiring Developers to Return DTK Mac Minis by March 31

Friday February 26, 2021 3:57 pm PST by
Apple today sent out emails to developers who are in possession of a Developer Transition Kit, asking them to return the machines by March 31. The Developer Transition Kits are Mac minis with A12Z chips that Apple provided for development purposes ahead of the release of the M1 Macs. Apple in the emails provided developers with shipping instructions, and plans to begin collecting the DTKs...
iphone 12 120hz thumbnail feature

Kuo: iPhone 13 Lineup to Feature Smaller Notch and Larger Batteries, 120Hz Display for Pro Models, and More

Monday March 1, 2021 7:50 am PST by
iPhone 13 models will all feature a smaller notch, while the two Pro models will be equipped with low-power LTPO display technology for a 120Hz refresh rate, analyst Ming-Chi Kuo said today in a research note obtained by MacRumors. Subscribe to the MacRumors YouTube channel for more videos. Several other sources have previously claimed that some iPhone 13 models will support a 120Hz refresh...
unc0ver version 6 release

Jailbreak Tool 'unc0ver' 6.0.0 Released With iOS 14.3 Compatibility

Sunday February 28, 2021 9:26 am PST by
The team behind the "unc0ver" jailbreaking tool for iOS has released version 6.0.0 of its software, which can allegedly be used to jailbreak any device running iOS 11.0 through iOS 14.3 using a kernel vulnerability. The unc0ver website describes how the tool has been extensively tested across a range of iOS devices running various software versions, including an iPhone 12 Pro Max running iOS ...