iPad rebrand won't save Apple: ACCC

iPad rebrand won't save Apple: ACCC

Summary: The Australian Competition and Consumer Commission (ACCC) is set to continue its legal action against Apple and its "4G" iPad, despite the fact that the company renamed the device in Australia.

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The Australian Competition and Consumer Commission (ACCC) is set to continue its legal action against Apple and its "4G" iPad, despite the fact that the company renamed the device in Australia.

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(My Trusty Gavel image by Brian Turner, CC2.0)

The ACCC started a legal campaign against Apple in March over the company's use of the term "4G" to describe the connectivity capabilities of the new iPad. The new iPad is only able to connect to 4G networks on the 2100MHz or 700MHz spectrum bands, making it incompatible with Australia's existing 4G/LTE (long-term evolution) networks offered by Telstra and Optus on the 1800MHz band.

The ACCC accused Apple of misleading advertising, taking the company to the Federal Court. The gadget giant promised corrective advertising to clarify the connectivity capabilities of the device, but tried to argue that Australia's 3G networks should be classed as "4G".

Apple last week dropped the 4G tag from its new iPad, rebranding the device as "cellular".

The watchdog said that while the corrective advertising and device rebranding will go some way towards correcting the original issue, it won't earn the company forgiveness.

"While Apple provided undertakings to the court to do certain things while the ACCC's proceedings continued, it continued to use the descriptor '4G'.

"Any move by Apple to cease using the descriptor of '4G' will mitigate against the ACCC's concerns, but will not deal with any past conduct," the watchdog told ZDNet Australia today.

Apple will still have to appear before the Federal Court in Victoria on 4 June.

Topics: Apple, Government, Government AU, iPad, Legal, Telcos

Luke Hopewell

About Luke Hopewell

A fresh recruit onto the tech journalism battlefield, Luke Hopewell is eager to see some action. After a tour of duty in the belly of the Telstra beast, he is keen to report big stories on the enterprise beat. Drawing on past experience in radio, print and magazine, he plans to ask all the tough questions you want answered.

About

Armed with a degree in Computer Science and a Masters in Journalism, Josh keeps a close eye on the telecommunications industry, the National Broadband Network, and all the goings on in government IT.

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  • Another suggestion for ACCC, SIRI ads are far too misleading of the voice control technology. it's only work under quite environment but not public places... Anyone having an Iphone can try SIRI at a busy train station and see if it works properly?
    ngoctranminh
    • Not only that, their other ads are also misleading. Their camera ad brags, "Because it's an iPhone, you can do things no ordinary camera can do." Yet in reality most modern cameras and smartphones of the past decade have had these types of image processing capabilities. Furthermore, Apple has merely inserted another company's camera into its housing, branding it as an iPhone camera. No, we are not so gullible, but I think there are lots of people who would see that commercial and fall for it.
      ioot@...