Vancouver, July 2 2018



According to the well-known publishing portal Cult Of Mac, the Advertising Standards Authority of UK, also known as the ASA, has declared that Apple can claim in its advertisements that the iPhone X takes “studio quality portraits”. This ruling is in light of two complaints that had been brought against iPhone X ads by Apple.



In its iPhone X ad, Apple promised new cameras that support portrait lighting. It further goes on to state that with this phone, the user will get studio-quality portraits without the studio.



Previously, Apple had claimed to the ASA that the 50 mm focal lens that is used in the iPhone X is one of the most professional and popular studio portrait lenses around. Furthermore, the lighting options available with the phone can recreate the conditions inside a studio. Apple also brought to the notice of the ASA that the term “studio quality” does not have any industry definition.



In its decision, ASA wrote that when they used the term “Studio-quality portraits”, they assumed that consumers would understand it to mean that the camera on the iPhone X allowed its users to take pictures that would very closely resemble portrait photographs taken inside studios.



The ASA went on to elucidate that a studio uses many tools, effects, and techniques that enable it to capture very high standard of photography. These additional attributes will not be available to someone who is only using the iPhone X. Having said that, the iPhone ad amply demonstrated the power of the lighting options available to its user. The images captured by the phone faithfully demonstrate the true capabilities of its camera.