Apple ditches its ‘far beyond HDR’ claim for the Pro Display XDR in the UK – Engadget

The ASA supposedly asked it to get rid of that language after it got grievances and investigated.

Apple has actually modified its marketing for the Pro Display XDR in the UK following an examination by the Advertising Standards Authority (ASA). Apple “informally dealt with” an ASA case recently and, according to 9to5Mac, it was associated with the 32-inch Retina 6K monitor.

Since today, Apple is no longer marketing the Pro Display XDR as “far beyond HDR” on the product page in the UK. The ASA apparently asked it to remove that language after it got problems and investigated. Apple had actually declared that with XDR (or Extreme Dynamic Range) and its backlighting tech, the monitor “takes color, contrast and brightness to a new level” that was “far beyond HDR.”

The UK product page for the Pro Display XDR likewise now consists of a note stating the screen supports 99 percent of the P3 large color gamut and not the whole variety. The page stays unchanged in other countries as the investigation was just related to Apple’s UK marketing.

The ASA likewise raised questions about the Pro Display XDR having a 1,000,000:1 contrast ratio, as Apple claims. 9to5Mac reports the business is carrying out independent tests to verify that, but in the meantime the claim stays on the display’s product page. Engadget has gotten in touch with Apple for more details.

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