Can Apple say that iPhone X portraits are 'Studio quality'? U.K. regulatory board answers
by Stuart Lombard / Jun 30, 2018, 10:06 AM
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.
Posts: 1746; Member since: Oct 20, 2010
Well that's going to upset a lot of people here :D.
posted on Jun 30, 2018, 10:16 AM 6
Posts: 6536; 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.
posted on Jun 30, 2018, 1:24 PM 13
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.
posted on Jun 30, 2018, 2:46 PM 1
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?
posted on Jun 30, 2018, 10:35 AM 8
if this is studio quality then I'm Ansel Adams.
posted on Jun 30, 2018, 10:48 AM 6
Posts: 74; Member since: Dec 27, 2016
iPhone caera is good, studio mode is also good, but iPhone camera can't replace a good DSLR
posted on Jun 30, 2018, 11:55 AM 7
Posts: 1671; 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...
posted on Jun 30, 2018, 3:47 PM 4
Posts: 1256; 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.
posted on Jun 30, 2018, 12:22 PM 4
Posts: 5454; Member since: Apr 05, 2013
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.
posted on Jun 30, 2018, 6:48 PM 3
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.
posted on Jul 01, 2018, 7:34 AM 1
Posts: 5454; Member since: Apr 05, 2013
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.
posted on Jun 30, 2018, 6:46 PM 1
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