UK regulator investigating '4G' advertising of Apple's new iPad
The U.K. Advertising Standards Authority is said to have taken issue with Apple's advertising of the new iPad as a "4G" device, even though it is not compatible with long-term evolution networks in the country.
As a result, the authority has widened an inquiry into advertising of the third-generation iPad, even after Apple amended claims about the device's 4G capabilities, according to the BBC. The regulator has reportedly received dozens of complaints from customers related to the lack of 4G service on the latest iPad.
The authority began looking into the matter in the U.K. earlier this month after some users complained that Apple's advertising of the new iPad was misleading. Apple was accused of touting the device as being 4G-capable despite its inability to interface with LTE networks in countries outside of North America.
After the ASA previously approached Apple, the company removed references to 4G from its website, and also edited a video that talked about 4G LTE connectivity. But the U.K. Apple Store still advertises the cellular-capable model as "Wi-Fi + 4G."
"Connects to the Internet over Wi-Fi and fast mobile data networks. For service from a wireless carrier, sign up for a simple, month-by-month plan on your iPad and cancel anytime without penalty," the product description reads. A footnote under the 4G LTE iPad models reads: "This model can roam worldwide on fast mobile data networks, including HSPA, HSPA+ and DC-HSDPA."
That's considerably different from Australia, where Apple updated its online store to further clarify that the new iPad is not compatible with 4G LTE networks in that country. That change was made after the Australian government accused Apple of "misleading" customers with the advertising of the new iPad.
"This product supports very fast cellular networks. It is not compatible with current Australian 4G LTE networks and WiMAX networks," the Australian Apple store reads. "For service from a wireless carrier, sign up for a simple, month-by-month plan on your iPad and cancel anytime without penalty."
Such changes have not been made in the U.K., where the ASA said it continues to receive "potentially problematic" complaints from consumers who feel they were misled by Apple's advertising of the new iPad as "Wi-Fi + 4G."
"It appears that the problem claims we asked Apple to remove are still appearing," the regulator said. "We will investigate these new complaints."
As a result, the authority has widened an inquiry into advertising of the third-generation iPad, even after Apple amended claims about the device's 4G capabilities, according to the BBC. The regulator has reportedly received dozens of complaints from customers related to the lack of 4G service on the latest iPad.
The authority began looking into the matter in the U.K. earlier this month after some users complained that Apple's advertising of the new iPad was misleading. Apple was accused of touting the device as being 4G-capable despite its inability to interface with LTE networks in countries outside of North America.
After the ASA previously approached Apple, the company removed references to 4G from its website, and also edited a video that talked about 4G LTE connectivity. But the U.K. Apple Store still advertises the cellular-capable model as "Wi-Fi + 4G."
"Connects to the Internet over Wi-Fi and fast mobile data networks. For service from a wireless carrier, sign up for a simple, month-by-month plan on your iPad and cancel anytime without penalty," the product description reads. A footnote under the 4G LTE iPad models reads: "This model can roam worldwide on fast mobile data networks, including HSPA, HSPA+ and DC-HSDPA."
That's considerably different from Australia, where Apple updated its online store to further clarify that the new iPad is not compatible with 4G LTE networks in that country. That change was made after the Australian government accused Apple of "misleading" customers with the advertising of the new iPad.
"This product supports very fast cellular networks. It is not compatible with current Australian 4G LTE networks and WiMAX networks," the Australian Apple store reads. "For service from a wireless carrier, sign up for a simple, month-by-month plan on your iPad and cancel anytime without penalty."
Such changes have not been made in the U.K., where the ASA said it continues to receive "potentially problematic" complaints from consumers who feel they were misled by Apple's advertising of the new iPad as "Wi-Fi + 4G."
"It appears that the problem claims we asked Apple to remove are still appearing," the regulator said. "We will investigate these new complaints."
Comments
Quote:
Originally Posted by Rogifan
What an unnecessary mess. Would it have been that difficult or costly to make sure devices sold outside North America didn't reference 4G online or on the product packaging?
Would it have been that difficult or costly to make sure devices sold outside North America have a chip that works with the local 4G networks?
Quote:
Originally Posted by DrDoppio
Would it have been that difficult or costly to make sure devices sold outside North America have a chip that works with the local 4G networks?
Would it have been that difficult or costly to make sure Networks use the same standards that work with all devices?
Quote:
Originally Posted by philipbowman
Would it have been that difficult or costly to make sure Networks use the same standards that work with all devices?
Obviously, yes.
Quote:
Originally Posted by DrDoppio
Would it have been that difficult or costly to make sure devices sold outside North America have a chip that works with the local 4G networks?
Given that there is no 4G network at all here in the UK, yes, I'd say it would have been pretty difficult!
Quote:
Originally Posted by AppleInsider
The U.K. Advertising Standards Authority is said to have taken issue with Apple's advertising of the new iPad as a "4G" device, even though it is not compatible with long-term evolution networks in the country.
Maybe that is because there are currently NO LTE SERVICES in the UK. Ha ha, total fail by the ASA.
I hope that they see a proof of purchase from the people levying complaints, otherwise they are open to trolling.
Quote:
Originally Posted by newcode
Given that there is no 4G network at all here in the UK, yes, I'd say it would have been pretty difficult!
That's too bad for the UK.
One would think some tiny effort could have been made to ensure compatibility with the existing 4G networks in continental Europe or Australia though...
Quote:
Originally Posted by Rogifan
What an unnecessary mess. Would it have been that difficult or costly to make sure devices sold outside North America didn't reference 4G online or on the product packaging?
Would it have been that difficult for people to read the specs of the product they are buying before spending money?
Apple quite clearly advertises the capabilities of the product. And they are quite clear that they don't offer LTE in the UK. Why are regulators spending so much time and money protecting stupid, lazy consumers?
Quote:
Originally Posted by jragosta
Why are regulators spending so much time and money protecting stupid, lazy consumers?
Could it be because consumers pay their salaries?
Quote:
Originally Posted by DrDoppio
That's too bad for the UK.
One would think some tiny effort could have been made to ensure compatibility with the existing 4G networks in continental Europe or Australia though...
True enough about compatibility with Europe, but I guess it is still a relatively new technology.
Hopefully the UK's delay in getting 4G networks will mean that by the time we do get it you won't need a device with a battery the size of the iPad's in order to be able to use it all day...
I think they are referring to the LTE standards that will eventually be introduced, which will be identical to that used in continental Europe and Australia.
Quote:
Originally Posted by Rogifan
Would it have been that difficult or costly to make sure devices sold outside North America didn't reference 4G online or on the product packaging?
I sure don't want my car showing me speeds of higher than 35MPH on my speedometer, that's for sure. It's not like it can go faster than that, and it's not like I'll ever be anywhere I can drive faster than that.
Quote:
Originally Posted by CGJ
I think they are referring to the LTE standards that will eventually be introduced, which will be identical to that used in continental Europe and Australia.
That's news. You're saying the European and Australian LTE deployments will use identical tech and frequency bands -- across all of the EU and AUS? When did that happen?
Quote:
Originally Posted by jragosta
Why are regulators spending so much time and money protecting stupid, lazy consumers?
Originally Posted by DrDoppio
Could it be because consumers pay their salaries?
Could it be because countries want to balance their budget on Apples back? Whats in your wallet?
Quote:
Originally Posted by newcode
Given that there is no 4G network at all here in the UK, yes, I'd say it would have been pretty difficult!
The spectrum range for 4G in the UK has been announced (I believe it's the same as is already being used in Germany), but Apple chose to use an LTE radio which can't access that part of the spectrum. So they could have done it, but they chose not to.
Quote:
Originally Posted by kotatsu
The spectrum range for 4G in the UK has been announced (I believe it's the same as is already being used in Germany), but Apple chose to use an LTE radio which can't access that part of the spectrum. So they could have done it, but they chose not to.
No, they couldn't have. I'm pretty sure chips that cover the entire range don't exist.
Quote:
Originally Posted by Tallest Skil
I sure don't want my car showing me speeds of higher than 35MPH on my speedometer, that's for sure. It's not like it can go faster than that, and it's not like I'll ever be anywhere I can drive faster than that.
That makes no sense whatsoever.
There are no networks that reach the accepted minimum speeds to be called 4G? Or are you considering LTE and 4G to mean the same thing and since there's no LTE you say there are no 4G nets.
Apple has been pretty clear about where LTE works and they are calling it the iPad WiFi + LTE. So the question then becomes if there's non LTE 4G service available in the UK under accepted standard definitions and are the carriers and Apple correctly educating users about the distinctions. If there is and no one is telling customers information against those definitions then the issue isn't Apple but user ignorance. That said, Apple is great about letting you return those iPads with no open box fee and I'm sure those Consumer Protection laws would keep a carrier from denying you a return or charging you some crazy fee. So if you insist your iPad can do LTE everywhere and it can't, return it.
Reply folks will give you then: then Apple should have put in more chips. Course it will be unacceptable for the battery to be one half of one second less in life, for the iPad to be any thicker or heavier etc. and woe to Apple if they try to raise the price
Quote:
Originally Posted by Tallest Skil
No, they couldn't have. I'm pretty sure chips that cover the entire range don't exist.
Apple sell two different iPad-4G models in the US, each having the appropriate radio for either AT&T or Verizon. It doesn't seem too far fetched to have one or more models that would work with European 4G providers. Yet, Apple has chosen to cut the associated costs and sell worldwide a device that cannot utilize the existing local networks to full capacity.
The equivalent in the US would have been to sell iPad 4G with a subscription to the Verizon network, but with an AT&T LTE chip inside.
Other companies have released a variety of devices geared to each specific market, at the expense of decreased profit margins due to the associated development and assembly costs.
It is clear that Apple cares more about American customers than about European customers. It should not be surprising when the feelings are reciprocal.