UK's Advertising Standards Authority (ASA) has ruled that Apple's iPhone 4 is the thinnest smartphone in the country and not Samsung Galaxy S II.
UK's ASA had to step in after Apple's claim that iPhone 4 is the world's thinnest smartphone in a commercial was challenged by Samsung claiming that their Android-based Samsung Galaxy S II is actually thinner.Samsung's smartphone at its thinnest point is actually slimmer than iPhone 4, 8.71 mm compared to iPhone 4's 9.3mm thickness. But as you can see below, at the thickest point, iPhone 4 is thinner than Galaxy S II as it has bulges at the top for the camera lens and at the bottom for the speaker and antenna, which makes it 9.91mm thick.
Apple quite rightly argued:
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
UK's Advertising authority agreed with Apple and dismissed the complaint. It ruled:
Galaxy S II had prominent bulges at the top of the device
It went on to add:
because the iPhone 4's thickest point was thinner than the thickest point of the Samsung Galaxy S II we concluded that the claim 'the world's thinnest smartphone' was not misleading.
We wonder what else Apple and Samsung will fight over next. Any guesses?
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