Two challenges to Apple’s claim that its iPhone X can shoot studio quality portraits have been turned down by the UK’s Advertising Standards Authority (ASA). The complainants took issue with Apple’s advertising line that the phone could deliver ‘Studio-quality portraits […] Without the studio’ and believed consumers would misled, but after an investigation the ASA found that the statement was fair.
The basis of the findings is that there isn’t clear definition of what ‘studio quality’ means, and that there is a wide variety of talent in the studio photography industry that meant that the term didn’t necessarily indicate that a ‘studio quality’ portrait was a good one. Rather, the ASA agreed with Apple that the Portrait Lighting effects, the depth-of-field mimicking software and the inclusion of a standard, instead of a wide, focal length meant that the characteristics of a ‘studio’ portrait could be achieved. The investigation also found that the effects shown in the Apple adverts could indeed be produced with the phone at the time of shooting or post capture.
When I first saw these ads I thought professional photographers might take issue with Apple’s claims.