Can Apple say that iPhone X portraits are 'Studio quality'? U.K. regulatory board answers

In a ruling delivered on June 27, the U.K.'s ASA (Advertising Standards Authority) decided that Apple was allowed to advertise the portrait mode shots taken on the iPhone X were 'Studio-quality'. 

Complainants questioned an ad that Apple used to promote their new phones which said: 'Radically new cameras with Portrait Lighting. Studio-quality portraits. Without the studio. See portraits in a whole new light'. They argued that the new cameras could not produce studio-quality portraits and that the ads were misleading. Take a look at the ad below:

The ASA found that the ads were not misleading consumers and that people would understand what the camera was capable of. They found that the portraits capable of being taken on the iPhone X were comparable to those taken in a professional studio. While they also made clear that the iPhone X did not have some of the equipment that is used in a studio, they also recognized that Apple included a focal sensor of the kind that is popular for use in a studio. In addition, they found that there is no clear distinction for what makes a photo 'Studio-quality'. Therefore, Apple was not misleading customers when they aired the ad as we could see what a portrait taken on the phone could look like and it resembled one taken in a studio. 

In the end, no action was taken. 

And this is not the first time that Apple has faced scrutiny by the board. In 2008, the ASA banned an ad from airing in the U.K. which claimed: 'all the parts of the internet are on the iPhone', a claim which was ruled misleading because the phone did not support Flash and Java. And in 2011, the ASA upheld claims that the iPhone 4 was the 'world's thinnest smartphone'. Samsung, in that case, had argued that they had a phone which had a portion that was thinner while the rest of the device was thicker. 

source: appleinsider

Related phones

iPhone X
  • Display 5.8" 1125 x 2436 pixels
  • Camera 12 MP / 7 MP front
  • Processor Apple A11 Bionic, Hexa-core, 2390 MHz
  • Storage 256 GB
  • Battery 2716 mAh(21h 3G talk time)



1. Zylam

Posts: 1823; Member since: Oct 20, 2010

Well that's going to upset a lot of people here :D.

12. sgodsell

Posts: 7605; Member since: Mar 16, 2013

No that just means a lot of Android smartphones already offer superior portrait modes compared to Apples iPhones. Like the Pixels and a number of other Android smartphones.

13. SamsungNewbie

Posts: 143; Member since: Jul 06, 2013

Even something like the Samsung J3 has a better camera than any of the iPhones. iPhone pictures lack color, sharpness, and the exposure and color temperature are never accurate. Probably the only thing they’re better than are a laptop webcam.

17. whatev

Posts: 2443; Member since: Oct 28, 2015

I have to laugh, your comments are gold, you make laugh so hard every time, please don’t stop making comments

20. SamsungNewbie

Posts: 143; Member since: Jul 06, 2013

;) just for you bby

21. iushnt

Posts: 3171; Member since: Feb 06, 2013

Samsung J3’s camera is far inferior even than IPhone 6Ss.

2. TechSceptic

Posts: 1156; Member since: Feb 05, 2018

So the claim wasn't valid because there is no clear definition for what "Studio-quality" actually refers to as a term. Got it. This isn't exactly exciting news. Slow day?

9. kiko007

Posts: 7521; Member since: Feb 17, 2016

Today is Saturday...of course its a slow day.

3. Tipus

Posts: 911; Member since: Sep 30, 2016

Definitely looks good

4. peace247 unregistered

if this is studio quality then I'm Ansel Adams.

5. bucky

Posts: 3797; Member since: Sep 30, 2009

Hi Ansel Adams.

6. Vokilam

Posts: 1434; Member since: Mar 15, 2018

Ladies and gentlemen, we have Ansley Adams among us, because that does look good.

7. wesley.

Posts: 217; Member since: Aug 06, 2013

The ASA is an AS.S.

8. salami1980

Posts: 80; Member since: Dec 27, 2016

iPhone caera is good, studio mode is also good, but iPhone camera can't replace a good DSLR

14. legiloca

Posts: 1676; Member since: Nov 11, 2014

Still it's more than good enough for most people who don't necessarily need a DSLR for their Instagram selfies...

23. TechSceptic

Posts: 1156; Member since: Feb 05, 2018

So is any other smartphone flagship.

22. japkoslav

Posts: 1553; Member since: Feb 19, 2017

Not just a good DSLR, but even the cheapest DSLR. Even 300$ bucks Canon wipes the floor with not just iPhone, but any phone camera in general - depth of field and image quality is not even comparable.

10. NarutoKage14

Posts: 1354; Member since: Aug 31, 2016

Get ready to hire "professional" photographers and have them use their cell phone. I think everyone can agree that "studio quality" means that professional grade camera equipment with large lenses are used.

19. RebelwithoutaClue unregistered

It's not just the camera, don't forget that a studio has professional lights as well. You can't come close to that with a mere smartphone.

24. bur60

Posts: 981; Member since: Jul 07, 2014

Fstoppers made a vid about this! The iphone X vs a 5000 dollar camera. With studio lightning and every bit of equipment they want. It shows that smartphones are very capable of shooting good pictures, but not good in manipulating perspective. That's the one thing smartphones lack now. Sadly, that's the lens at work, can't deny the laws of nature.

11. jjface

Posts: 269; Member since: Jun 07, 2017

no worries my moto e4 takes studio quality portraits too lol.

18. RebelwithoutaClue unregistered

According to Petapixel the quality is not the same as a professional studio and I quote: At this point, the Apple Portrait Lighting doesn’t replace professional lighting quality, but it’s still a fun gimmick to use,” DeArco concludes. “We think that the results are pretty good.

25. mixedfish

Posts: 1569; Member since: Nov 17, 2013

Why do you need an inquiry regarding Apple making up BS marketing gimmicks. What a waste of human resources.

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