Sweden, UK may also investigate Apple's '4G' marketing for new iPad
The agency has received several complaints from customers over the new iPad and its inability to connect to 4G LTE networks outside of North America, according to The Wall Street Journal. There are high-speed LTE networks available in Sweden, but the new iPad doesn't support the frequencies utilized there, leaving customers to rely on slower 3G speeds.
Marek Andersson, a lawyer at the Swedish Consumer Agency, said it's fair to question whether Apple has been clear enough in its marketing that customers will not be able to access 4G LTE networks outside of the U.S. and Canada with the new iPad.
Update: In addition, the U.K.'s Advertising Standards Authority also indicated to Pocket-lint that consumers can file their complaints with the authority and it will establish "whether or not there is a problem."
The possibility of investigations in the U.K. and Sweden comes as the Australian Competition and Consumer Commission brought attention to the "4G" branding of the new iPad with a court filing that accused Apple of "misleading" advertisements. The ACCC has sought "injunctions, pecuniary penalties, corrective advertising and refunds to consumers affected."
Apple was quick to jump on the matter on Tuesday, and proposed refunds to Australian customers who are unhappy with the lack of 4G LTE connectivity on the new iPad. Apple said it will e-mail all Australian customers who bought the new iPad to offer them a refund if they so choose.
Lawyers for Apple also informed the ACCC that it is willing to post disclaimers online and at retail locations informing customers that the new iPad is incompatible with Australia's 4G networks.
As of Wednesday morning, Apple's official online stores in both Australia and Sweden still advertise the new iPad as having "Wi-Fi + 4G" for the model featuring cellular connectivity. However, it also features fine print that reads as follows in English:
"The iPad with Wi-Fi + 4G model can roam worldwide on fast GSM/UMTS networks, including HSPA, HSPA+, and DC-HSDPA. When you travel internationally, you can use a micro-SIM card from a local carrier. You can also connect to the 4G LTE networks of AT&T in the U.S. and Bell, Rogers, and Telus in Canada."
159 Comments
If you change your mind, I'm the first in line to the Apple Store
Honey I'm still 3G Take a chance on me
Denmark is doing the same, suggesting that Apple is being deceptive is their advertising there too.
Denmark is doing the same, suggesting that Apple is being deceptive is their advertising there too.
Launching a product world wide and advertising its 4g capability when in fact it only has this capability in north America seems like shooting yourself in the foot. Did Apple really use 4g as a selling point internationally?
Wouldn't surprise me if ASA got involved in UK.
Apple Store Employees are selling it saying it connects to 4G.
Denmark is doing the same, suggesting that Apple is being deceptive is their advertising there too.
It is somewhat surprising that Apple is selling the LTE model worldwide, given that it only works in North America. I could see it as some sort of special order, for those who are planning to relocate to North America, but selling it alongside the WIFI models doesn't make a lot of sense.
Why did they decide to do it? Why did they not make it crystal clear that LTE does not work in most of these areas?
Seems like a big blunder by the marketing department. Apple does not often blunder with their marketing. What is different this time around? What sort of vetting of the campaign was neglected here? Who dropped the ball? Who made the decision?