Apple can no longer say the Pro Display XDR goes “far beyond HDR” in the United Kingdom.
As reported by 9to5Mac, Apple’s marketing for its high-end display has been under review by the Advertising Standards Authority in the UK. In response to complaints, the body has requested that Apple “drop the term “Far beyond HDR,” clarify its P3 wide color range, and also questioned the display’s 1,000,000:1 contrast ratio.” It appears that Apple has relented to the request and updated its marketing for the monitor on its website in the country.
We learned the Advertising Standards Authority (ASA) was reviewing complaints that it received over how Apple is marketing the display in the UK and later told Apple to stop the use of the phrase “Far beyond HDR.”
Going further, the ASA asked Apple to explicitly state that it supports 99% of the P3 wide color gamut – the complaint believed the marketing was misleading customers to believe that it was 100%.
And finally, the complaint questioned Apple’s claim about the Pro Display XDR offering a 1,000,000:1 contrast ratio.
Last week, the ASA listed that Apple “informally resolved” a case on April 7 and the authority confirmed to 9to5Mac that this was the Pro Display XDR marketing review.
If you check out the Pro Display XDR on the UK website now, you’ll see that Apple has changed the language to meet the request of the Advertising Standards Authority. For instance, it has dropped the phrase “Far Beyond HDR” from the page.