As with most marketing and advertising campaigns, sometimes products can be exaggerated but usually within reason. With the iPhone X, Apple advertised it as being able to take “studio-quality portraits”, which apparently rubbed some the wrong way as they felt that this was rather misleading.

However it seems that Apple has since been cleared and according to the advertising regulatory body in the UK, they say that Apple can claim that the iPhone X can indeed take studio-quality portraits. According to Apple’s defense to the Advertising Standards Authority, “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.”

According to the ASA’s decision, “We recognised 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 recognised 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.”

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