Be Smart

Last week, Apple was forced to pull a UK ad for the iPhone 3G after the Advertising Standards Authority upheld complaints by viewers who felt that the ad exaggerated the speed at which users can access applications, both visually (skipping several steps) and in the language used ("really fast!").

The company defended its claims, saying they were "relative rather than absolute in nature" and that the 3G iPhone was "really fast"... in comparison with the 2G version. It didn't fly and Apple has now released a modified version of the ad which makes clear that the speed and performance of the smartphone will vary from how it appears onscreen.