- Complaints over '4G' promise - despite no network in UK
- Even when 4G network DOES arrive, it won't work with iPad
- Phrase dropped from advertising
By Rob Waugh
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Apple has stopped using the phrase '4G in its advertising about its new iPad models in the UK - after anger over the fact 4G networks are not widely available in the country.
Britain's Advertising Standards Authority investigated the company after a number of complaints about the claim.
'We will be checking the amendments to ensure they adhere to the Advertising Code,' said a spokesperson.
Apple has stopped using the phrase '4G in its advertising about its new iPad models in the UK - after anger over the fact 4G networks are not widely available in the country
The UK does not yet have widespread 4G coverage, and the iPad will be incompatible with it when the first networks arrive.
The feature is much-hyped by Apple as a selling point for the new tablet.
Wall of iPads in London's Covent Garden Apple Store: The UK does not yet have widespread 4G coverage, and the iPad will be incompatible with it when the first networks arrive. The feature is much-hyped by Apple as a selling point for the new tablet
WHAT IS 4G, WHEN IS IT COMING TO BRITAIN, AND WHY WON'T IT WORK WITH MY NEW '4g' IPAD?
This 4G stands for ‘fourth generation’, a new kind of signal technology used to receive the internet on mobile phones. Much of the UK already uses 3G, but demand for 'on the go' data means the networks are overloaded.
What will make 4G diffferent?
The industry says 4G will allow mobile internet to run at the same speed as domestic superfast broadband. This will allow users to watch videos more easily on the go, and could provide access to those whose are out of reach of underground broadband cables.
When will Britain get its first 4G network?
The firm Everything Everywhere estimates it will be able to put out the first 4G signal by the end of this year. It yesterday published a report saying that a roll-out of 4G would need £5.5billion from telecoms companies, but could create up to 125,000 jobs.
Why won't it work with Apple's iPad?
The iPad’s current 4G configuration means it will not be able to connect to British and European networks because the frequencies are different to those used in the US and Canada.
Apple has already offered a refund to all Australian buyers of the new tablet - which has a similarly incompatible network -Â in response to pressure from a consumer watchdog.
The ASA first investigated Apple for misleading’ 4G claims but closed the case informally when the company agreed to change its advertising.
It was now investigating new complaints from consumers that suggested the problematic claims were still appearing.
Apple has so far declined to comment.
The ASA said in a statement: ‘To confirm, we received 40 complaints about claims for the iPad with Wi-Fi and 4G that appeared on Apple (UK) Ltd’s website.
'Complainants challenged whether the references to 4G were misleading, because they understood that 4G was not currently available in the UK.
'Some of the complainants also challenged the description of the iPad as 4G because they did not believe that the iPad would be compatible with 4G networks when they were introduced in the future.'
‘When we approached Apple with the concerns that had been raised, it stated it had removed references to 4G from the webpage that was subject to the complaints.
Apple CEO Tim Cook introduces the new iPad during an event in San Francisco, America.The regulator said was investigating ¿potentially problematic¿ claims on Apple¿s website about the iPad¿s 4G capabilities in the UK
There is no national 4G network in Britain - and the planned networks will not even work with Apple's machine when they do appear
'Apple also agreed to edit a video that contained references to 4G. On the basis that the issues that had been raised with us had been resolved we closed the case informally.
‘We have since been contacted by several complainants who have identified other potentially problematic claims about the iPad and 4G on Apple’s website.
'We are currently assessing these new complaints. If it appears that the problem claims we asked Apple to remove are still appearing, will investigate these new complaints.’
Apple also faced a dispute with Australian regulators over the advertising of the iPad there.
The country’s Competition and Consumer Commission accused the firm of misleading consumers by telling them that the product could connect to a 4G network in Australia when that was not the case.
Apple offered to refund any iPad buyers in Australia who felt that they had been misled.
One model of the tablet claims that it is '4G' - but it will not work with Australian 4G networks.
There is no national 4G network in Britain - and it's uncertain whether the planned networks will even work with Apple's machine when they do appear.
Enlarge Â
The new tablet is labelled as '4G' - but the connection won't work in many countries including the UK
'All UK ads should avoid containing anything that is likely to mislead,' says an ASA spokesperson. 'The Advertising Code states that ads must not mislead the consumer by omitting material information or by presenting it in an unclear, unintelligible or ambiguous way.
Apple will email all Australian buyers of its new iPad to offer them a refund, a lawyer for the company said today.
The move came after the nation's consumer watchdog accused it of misleading advertising over one key aspect of the product.
The Australian Competition and Consumer Commission has taken legal action to ensure Apple makes consumers aware its third-generation iPad cannot connect to a 4G mobile data network in Australia due to technical incompatibility.  Â
Passers-by look at Apple's new iPad in a window display at an Apple store in Sydney. The company has now said it will issue a refund to all buyers
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People who bought the "4G" iPads should have done a little homework. It did say on Apple website may not work in the your country e.g UK And to be honest it's pointless anyway, the WiFi model is all you need and is cheaper. - David, Greenock, 15/5/2012 05:12 The small print actually says that Apple does not support 4G connectivity outside of North America. The fact is that Apple did not add this small print until AFTER the new iPad had gone on sale. Any customer would have wrongly believed the incorrect information that Apple had been saying from the start. If they don't support 4G out of North America, why did they continue to market 4G in bold print to customers when it would be of no use to them?
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Another stupid DM article knocking Apple. You have to pay the same because it is exactly the same! Since the UK doesn't have a 4G network then it could only ever be used with 3G and as someone has already pointed out that Apple had already stated that it may not work in your country. I stuck with the wi-fi version and I'm extremely happy with what I've got. Get over it!
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It's not just in the UK that Apple has miss-represented its ipad 4G connectivity. it's an (outside of America) problem. Apple should have made that clear at the onset and should be taken to court accordingly.
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People who bought the "4G" iPads should have done a little homework. It did say on Apple website may not work in the your country e.g UK And to be honest it's pointless anyway, the WiFi model is all you need and is cheaper.
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It was nearly 30 years ago that one of the first computers I ever used was an Apple IIe. I had always admired the company, until recently. I have looked at the facts about Apple and my conclusion is that they are a particularly greedy and arrogant company. They are 3 times more profitable than Britain's biggest bank HSBC, yet their fans will queue overnight to pay full price for already overpriced Apple products. Just 5 mins of research would have told them that the new iPad would never work on 4G outside of North America, yet they still went ahead with branding and marketing it's 4G capabilities throughout the rest of the world. They clearly wanted to try and get away with an impression of cutting edge tech that would have been of no use to anyone outside of the US and Canada. They should have produced 2 models, one for North America and another for the rest of the world. Their greed and arrogance has caught up with them this time round.
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iFail
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And yet the sheep keep buying. BAAAAAAAA!
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Apple are a sly, cunning and a manipulative company. Their marketing team uses one rubbish feature and over exaggerate it, until it's shoved down the potential buyers' throat. Greedy owners with astronomically priced products that are of a standard level and product capabilities are minimal. I for one am not an 'iSheep'.
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My issues is that it will never work on 4G in anywhere other than the US, parts of Canada and central America as the frequencies are different so needing different hardware. Why doesn't Apple just do a World version running 1800MHz like any other manufacturer?
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what is the problem? the ipad 3 is 4G capable, UK is currently a 3G max network, so when/if UK becomes 4G capable then the 4G can be utilised by the ipad...
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