Apple wins right to say its apps are 'Only on the iPhone'

Apple has won the right to say that its apps are available "only on the iPhone" in the UK despite complaints that other handsets such as Google's G1 phone also offer similar ranges of software. Ten viewers complained to the UK's Advertising Standards Authority that Apple's ad campaign?which tells viewers via on-screen small print "Apps sold on apps store? Only on O2"?was misleading as apps are available elsewhere.

In response Apple argued that its app store is unique, has far more apps than any competitor (50,000 compared to Google's 2,100) and is available in 88 countries. The apps shown in the ad weren't exclusive to the iPhone, but the company argued its central claim?" an app for everything, only on the iPhone"? isn't misleading.

The ASA agreed and threw out the complaints, ruling: "We therefore considered viewers would understand the claim? to refer to the range of apps available and the user experience of the App Store and iPhone, and not that they were the only company to provide applications for mobile phones."

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