A British advertising regulatory body has overruled objections to an Apple television ad in which the company claims iPhone X is capable of "studio quality" portraits (via AppleInsider).

The TV ad in question, which began airing in March, showcases the smartphone's "radically new cameras with Portrait Lighting" and uses the phrasing, "Studio-quality portraits. Without the studio."

iphone x portraits ad
The Advertising Standards Authority (ASA) was compelled to review two complaints filed by viewers "who believed that the phone could not achieve studio quality photography, and challenged whether the claim 'Studio-quality portraits' was misleading and could be substantiated."

In overruling the objections, the ASA said it had "considered consumers would understand the term 'studio-quality portraits' to mean that the lighting effects on the phone allowed the user to imitate a portrait photograph when taken in a studio".

We acknowledged that the camera on the iPhone X featured a focal lens commonly found in studio photography and understood that the images shown in the ad were photographs taken with the phone. We considered that the lighting effects that could be used when capturing and after having captured an image allowed the user to mimic a photograph similar to those taken in a studio.

We recognized that there were many effects, techniques and tools used in studio photography which played a vital role in capturing high standard images, many of which were not available to someone solely using the iPhone X. However, we recognized the emphasis was placed on the significance of the lighting effects on achieving the quality of image the ad demonstrated, and we understood that those images shown were a true reflection of the capabilities of the iPhone X’s camera. For those reasons, we concluded that the ad was not misleading.

In Apple's response to the finding, the company pointed out that there was no industry standard definition of "studio-quality portraits" and that there "were wide variances between techniques, equipment, lighting and talent," which led it to understand the term as a subjective one.

Apple stated that the 50 mm focal lens in the iPhone X was one of the most popular professional studio portrait lenses and the lighting options available on the phone mimicked what could be done in a studio.

Clearcast stated that they met Apple at the time the product was released for a demonstration of the product and found that the images in the ad were a fair reflection of the camera’s capabilities. They stated that “Studio-quality” was not an official, measurable term and that the quality of the photographs, to some extent, depended on the skill of the photographer.

This isn't the first time the British watchdog has looked at viewer complaints regarding Apple ads. In 2008, Android users took umbrage at an Apple ad that claimed "all parts of the internet are on the iPhone".

The reasoning behind the complaints was that Java and Flash content aren't supported on iPhone, therefore the claim was misleading. The complaint was upheld and the ad was banned in the U.K., as was another Apple ad that was adjudged to have exaggerated the speed of the iPhone 3G.

Tag: Ads
Related Forum: iPhone

Top Rated Comments

keysofanxiety Avatar
89 months ago
The Advertising Standards Authority (ASA) was compelled to review two complaints filed by viewers "who believed that the phone could not achieve studio quality photography, and challenged whether the claim 'Studio-quality portraits' was misleading and could be substantiated."
I'd bet the complaints came from two salty Android users with nothing better to do.

"Studio-quality?"

Score: 6 Votes (Like | Disagree)
kevmclane Avatar
89 months ago
I’m relaxing with my home-made professional-quality coffee, thinking that all this complaint and class action crap really has gone down the rabbit hole.
Hmm, I don’t believe you could possibly make professional quality coffee in a home. I’m filing a complaint :cool:
Score: 5 Votes (Like | Disagree)
kevmclane Avatar
89 months ago
The Advertising Standards Authority (ASA) was compelled to review two complaints filed by viewers "who believed that the phone could not achieve studio quality photography, and challenged whether the claim 'Studio-quality portraits' was misleading and could be substantiated."
Haha I bet these two viewers are real fun at parties.

*Calls up ASA*
...
“I’d like to file a complaint on Apple.”
...
“Illegally selling water without a permit.”
Score: 4 Votes (Like | Disagree)
ApfelKuchen Avatar
89 months ago
I would hazard a guess that a very good photographer with an iPhone X could surpass some of the studio work I’ve seen. As always, being a professional simply means you are getting paid to do something. It does not always mean that you are good at what you do. That being said, I would never pay someone to take pictures with a phone. I have actually heard of “photographers” showing up to take family pictures with a phone. Unacceptable IMO.
The customer gets what he/she pays for. In the end, they're paying for great photos, not equipment rentals.

Apple certainly has paid professional photographers to shoot with iPhones, and a number of major publications have engaged pros to use iPhones for cover shoots and major pictorials (no doubt with Apple's encouragement). There's a fair amount of professional video out there shot with iPhones and iPads - assuming the only definition of "professional" involves payment, those YouTubers are certainly making money

The thing is, professionals use "non-professional" tools all the time. They use the tool that works. Sometimes the only significant difference between pro gear and consumer gear is durability. Other times, pro tools may deliver a broader range of capabilities and controls - if you don't need those extra capabilities, maybe you're wasting your money (or lugging too much weight) by carrying pro hardware. There are also times when pro tools deliver greater degrees of precision ("technical quality"). Again, it's not always necessary. An "adequate" consumer tool in the hands of a skilled pro can deliver far better results than many consumers can deliver with the shiniest pro equipment.

When it comes down to it, when the customer is hiring a pro, the customer feels better when that pro uses recognizably professional tools. On the customer's end, it reinforces their decision to use that professional (say, when an ad agency brings their client to a shoot/recording session). They're paying for the best, after all. On the pro's end, it helps justify the paycheck. "My stuff costs a lot more, so I naturally have to charge a lot more."

I can legitimately call myself a professional photographer, though I'm not a full-time working pro (I was a full-time audio pro for decades). Some of the most personally satisfying, creative shooting I've done over the past few years has been with my iPhones. They've been the right tools for the job (either by capabilities or by simply being the camera I have on hand at all times). I don't make excuses when I show iPhone images. More likely, I'll boast that I was able to take such a good shot with "just" an iPhone. I think it says more about my skills than if I had been shooting with a $5,000-$20,000 bit of pro gear. Still, when I'm on official shoots, the iPhone usually stays in my pocket. People still expect a professional photographer to use a "professional" camera.

As for that last little bit,
I have actually heard of “photographers” showing up to take family pictures with a phone. Unacceptable IMO.
Gotta tell ya, a huge part of taking good candids is that the subjects be relaxed around the camera/photographer. When people spy big, pro gear, they tend to become self-conscious. On the other hand, nobody thinks twice about being captured by an iPhone - it's such a constant of life, people don't make conscious note of it. (Nikon with huge telephoto = paparazzo. iPhone = fan.) So, when a stranger shows up for the party, an iPhone can turn out to be the perfect disguise. Understanding this is as much a part of being a pro as knowing how to compose a shot, how to anticipate action, how to get a competent exposure, or what shots you need in order to properly document the event.
Score: 3 Votes (Like | Disagree)
Kabeyun Avatar
89 months ago
I’m relaxing with my home-made professional-quality coffee, thinking that all this complaint and class action crap really has gone down the rabbit hole.
Score: 3 Votes (Like | Disagree)
0947347 Avatar
89 months ago
Hmm, I don’t believe you could possibly make professional quality coffee in a home. I’m filing a complaint :cool:
And I will join you. You know that it takes two (according to ASA)
Home made professional Quality brew my a@se :)
Score: 3 Votes (Like | Disagree)

Popular Stories

iPhone 17 Pro Blue Feature Tighter Crop

iPhone 17 Pro Launching Later This Year With These 13 New Features

Wednesday April 23, 2025 8:31 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
iPhone 17 Air Pastel Feature

iPhone 17 Air Launching Later This Year With These 16 New Features

Thursday April 24, 2025 8:24 am PDT by
While the so-called "iPhone 17 Air" is not expected to launch until September, there are already plenty of rumors about the ultra-thin device. Overall, the iPhone 17 Air sounds like a mixed bag. While the device is expected to have an impressively thin and light design, rumors indicate it will have some compromises compared to iPhone 17 Pro models, including only a single rear camera, a...
apple watch ultra yellow

What's Next for the Apple Watch Ultra 3 and Apple Watch SE 3

Friday April 25, 2025 2:44 pm PDT by
This week marks the 10th anniversary of the Apple Watch, which launched on April 24, 2015. Yesterday, we recapped features rumored for the Apple Watch Series 11, but since 2015, the Apple Watch has also branched out into the Apple Watch Ultra and the Apple Watch SE, so we thought we'd take a look at what's next for those product lines, too. 2025 Apple Watch Ultra 3 Apple didn't update the...
iphone 17 dummies sonny dickson

iPhone 17 Air Almost as Thin as Its Buttons, New Images Show

Thursday April 24, 2025 2:14 am PDT by
If you missed the video showing dummy models of Apple's all-new super thin iPhone 17 Air that's expected later this year, Sonny Dickson this morning shared some further images of the device in close alignment with the other dummy models in the iPhone 17 lineup, indicating just how thin it is likely to be in comparison. The iPhone 17 Air is expected to be around 5.5mm thick – with a thicker ...
AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Friday April 18, 2025 5:16 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
ipad air magic keyboard feature

iPadOS 19 Rumored to Show Mac-Like Menu Bar When Connected to Magic Keyboard

Thursday April 24, 2025 12:09 pm PDT by
When an iPad running iPadOS 19 is connected to a Magic Keyboard, a macOS-like menu bar will appear on the screen, according to the leaker Majin Bu. This change would further blur the lines between the iPad and the Mac. Bloomberg's Mark Gurman previously claimed that iPadOS 19 will be "more like macOS," with unspecified improvements to productivity, multitasking, and app window management,...
top stories 2025 04 26

Top Stories: iPhone 17 Air Rumors, Apple Watch Turns 10, and More

Saturday April 26, 2025 6:00 am PDT by
We've known for quite some time about Apple's plans for a thinner "iPhone 17 Air" coming later this year, but wow, the latest dummy models give us our best look yet at just how thin this phone is going to be. Other Apple news and rumors this week included another iOS 18.5 beta, the 10th anniversary of the Apple Watch launch, and more management reshuffling in Apple's Siri division, so read...
Global Close Your Rings Day Pin

Apple Stores Giving Away a Limited-Edition Pin For Free Today

Thursday April 24, 2025 10:15 am PDT by
Starting today, April 24, Apple Stores around the world are giving away a special pin for free to customers who request one, while supplies last. Photo Credit: Filip Chudzinski The enamel pin's design is inspired by the Global Close Your Rings Day award in the Activity app, which Apple Watch users can receive by closing all three Activity rings today. The limited-edition pin is the physical...