If you’d caught the recent iPhone adverts on TV, you’d have seen them demonstrated just how quick it is to go online and downloads new apps. It really is rapid.

However, it all ends with a small disclaimer stating “Steps removed and sequence shortened. Network speeds may vary.”

In other words “look how quick it is, except it isn’t really.”

My prediction that something as blatantly false as this would get pulled. And the ASA have. Good (Okay, I’ll admit that I’m not a big fan of Apple. Their products are more style over substance and I don’t like the way they lock in their products and manage to get away with the kind of anti-competitive practices that get Microsoft in so much trouble).

Apple say that the speeds being demonstrated were “relative rather than absolute in nature”. Basically, that the new iPhone is faster than the old version. But that isn’t what came over. In fact I can’t remember any text or voice over stating that it was a comparison of “old vs new”. Odd that.