Apple rebrands iPad 4G as 'Wi-Fi + Cellular' for UK

Apple has removed all references to '4G' data speeds on its new iPad following a similar move in Australia.

The company told ZDNet UK in a statement that it had removed references to 4G connectivity to simplify customers' understanding of the product, as different countries use different terms for wireless standards.

"The new iPad supports many high speed networks around the world, including LTE in the US and Canada and HSPA+ and DC-HSDPA in many countries. Carriers do not all refer to their high speed networks with the same terminology, therefore we've decided to use "Wi-Fi + Cellular" as a simple term which describes all the high speed networks supported by the new iPad," an Apple spokesman said in astatement on Tuesday.

A spokesman for the Advertising Standards Agency (ASA) in the UK told ZDNet UK it had been "working with Apple behind the scenes" and that it was aware of the change in branding.

"We have been working closely with Apple to address consumer concerns about its 4G claims for the new iPad. We've welcomed the co-operation Apple has shown so far in responding to our enquiries and we are aware that Apple has taken steps to amend those claims," the ASA said in a statement.

The organisation added that it will now be checking the amended wording to ensure it adheres to the advertising code.

In Australia, Apple removed references to 4G connectivity for the new iPad and rebranded it using the new name of 'Wi-Fi + Cellular'.

Image credit: Josh Lowensohn/CNET News