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ASA rules that Apple can claim the iPhone X shoots “studio-quality portraits”

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Back in March, Apple started showing an advertisement on UK TV for the iPhone X. It claimed “radically new cameras with Portrait Lighting. Studio-quality portraits. Without the studio”. Not everybody was impressed by this claim, and two filed a complaint with the UK’s Advertising Standards Authority.

They alleged that the claim “Studio-quality portraits” was misleading and could not be substantiated. Well, it seems it’s not all doom and gloom for Apple right now. After an investigation, the ASA have examined the complaints and ruled that yes, Apple can make that claim.

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New ad shows: Portrait Lighting on the iPhone X is a studio in your pocket

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In the past few months, Apple has released a slew of ads boasting the iPhone X’s Portrait Lighting, but this latest commercial is definitely among the best we’ve seen. Titled ‘Studio in your pocket,’ it shows a young woman taking a selfie at a busy train station, and all sorts of studio lights and umbrellas start to appear out of nowhere. I have to say it’s certainly an eye-catching way to promote the iPhone X’s  (so far) unmatched camera capabilities.

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