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UK ad authority says iPhone 4 slimmer than Galaxy S II

updated 12:55 pm EDT, Wed September 14, 2011

ASA in UK rebuffs Samsung claims to thinnest phone

Samsung suffered a minor but symbolic loss to Apple on Wednesday after the UK's Advertising Standards Authority rejected a Samsung request. The independent regulator denied Samsung's attempts to have Apple pull its "world's thinnest smartphone" claim for the iPhone 4 on the grounds that the Galaxy S II was thinner. While most of the Android phone's body is thinner at 8.7mm, the bottom bulge for the speaker and the top one for the camera made it considerably thicker at 9.9mm and didn't beat Apple's consistent 9.3mm.

"Apple defended their methodology of basing their thinness claims on the thickest part of the device," the ASA explained. "They said that consumers would not be interested in the thinnest part of the device, but in its overall measurements, as these would, for example, affect whether the device could fit into a pocket or a purse."

Samsung has had a conspicuous goal to make a product thinner than its Apple equivalent whenever possible and admitted being caught off-guard when the iPad 2 was thinner, redesigning the entire Galaxy Tab 10.1 in weeks solely to beat its American rival. Its Series 9 notebook was also designed to replicate the MacBook Air design philosophy but in a slightly thinner package.

Samsung's measurement follows a strategy similar to that used by many Windows PC makers, which will often only count the thinnest point as the depth in order to make a notebook sound thinner than it is. Dell was caught making false claims about having the thinnest 15-inch notebook in the XPS 15z and later added conditions for Windows PCs to keep a similar marketing campaign while preventing it from having to compete with the thinner MacBook Pro.

Galaxy S II



iPhone 4



By Electronista Staff
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Comments

  1. The Vicar

    Junior Member

    Joined: Jul 2009

    +17

    Sounds like typical Android strategy to me

    Push all the problems aside, and then pretend they don't exist and criticize other phones for having milder forms of those same problems. Too bad the UK Advertising Standards Authority is sharper than most consumers; they've had a pretty good run with those tactics.

    Comment buried. Show
  1. testudo

    Forum Regular

    Joined: Aug 2001

    -18

    until...

    They rule against apple on some ad, and then it's all about how unfair they are.

  1. SockRolid

    Forum Regular

    Joined: Jan 2010

    +22

    My humps

    My humps
    My humps
    My ugly Samsung humps

  1. lamewing

    Dedicated MacNNer

    Joined: Aug 2004

    +2

    who cares

    Why are we wasting time and energy worrying if a phone is less than 1cm thick....???

  1. facebook_Robert

    Via Facebook

    Joined: Sep 2011

    -4

    I agree with Apple in this case

    Apple is wrong about the Macbook Air, but right about the iPhone.

    How thin it is - at its thickest point, is the measurement of thinness.

    Anyone can taper an edge to a razor sharpness - if thinness counted at the thinnest edge, duh, just add a thin edge.

    But Apple is a bit inconsistent with its claims about the Macbook air, acting if its tapered edge was somehow important.

    Don't get me wrong, the Macbook Air is a nice device - it's just that its tapered edge isn't really important in terms of how thick it is, on an overall basis.

  1. facebook_Robert

    Via Facebook

    Joined: Sep 2011

    -6

    I agree with Apple in this case

    Apple is wrong about the Macbook Air, but right about the iPhone.

    How thin it is - at its thickest point, is the measurement of thinness.

    Anyone can taper an edge to a razor sharpness - if thinness counted at the thinnest edge, duh, just add a thin edge.

    But Apple is a bit inconsistent with its claims about the Macbook air, acting if its tapered edge was somehow important.

    Don't get me wrong, the Macbook Air is a nice device - it's just that its tapered edge isn't really important in terms of how thick it is, on an overall basis.

  1. lamewing

    Dedicated MacNNer

    Joined: Aug 2004

    -5

    Agreed

    How can Apple complain about this when they advertise the Macbook Air while focusing on its thinnest point?

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