UK Advertising Agency settle Apple and Samsung dispute

The United Kingdom Advertising Standards Authority (ASA) has decided to rule in favour of Apple in a little known dispute over which company should be allowed to claim that they have the world’s thinnest smartphone.

According to the article on Tech Crunch, the problems arose when Apple continued to class their iPhone 4 model as “The world’s thinnest smartphone” in promotion material despite the new Samsung Galaxy S II claiming exactly the same thing.

The issue was an awkward one for the advertising standards authority because the new Samsung phone was thinner at certain points within their design, but the large hump on the device pushed it over .60mm larger in depth when compared to Apple’s iPhone 4.

Samsung’s svelte new model is indeed thinner at certain points, measuring in at 8.71mm at its thinnest. It’s a considerable enough difference from the iPhone 4′s 9.3mm depth that it would’ve been a clear victory were it not for the Galaxy S II’s 9.91mm thick hump. 

The ASA ruled that since the iPhone’s thickest point is thinner than the Galaxy S II’s thickest, Apple has the right to continue claiming the title.

Rightly, the ASA ruled that the Apple iPhone’s thickest point was thinner than the Samsung Galaxy S II’s thickest point, thus Apple’s iPhone 4 is still the world’s thinnest smartphone on the market, or in UK eyes at least.

This isn’t the first spat between Apple and Samsung, their well known disagreements over patents and designs are going through courts as we speak, while just last week the Samsung Galaxy Tab 10.1 was banned from sale in Germany after a court ruled in Apple’s favor.

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17 Comments

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This is the sort of SH*T that money get's spent on in this bloody greedy world now. Dear god, seriously who cares.

Everyday something else comes out about the Corporate world which makes me feel just a little less proud to be human.

Yes, such a crazy world where people arbitrate disputes.

I don't get your issue with this. Both of them had reasons to claim being thinnest, but one of them was judged to have the better reasons.

That decision makes absolutely no sense.

The S2's thickest point may be thicker than the iPhone's thickest point, but the S2's thinnest point is also thinner than the iPhone's thinnest point.

Oh well

Hardcore Til I Die said,
That decision makes absolutely no sense.

The S2's thickest point may be thicker than the iPhone's thickest point, but the S2's thinnest point is also thinner than the iPhone's thinnest point.

Oh well

Ah but you see while the samsung may be thinner at it's thinnest point, if you had a hole that was exactly the right thickness as the iPhone 4, and thought "You know what, I'm going to put my Galaxy S2 in there!" like the renegade you are, the Samsung wouldn't actually fit, while the iPhone would!

These things matter!

How does it not make sense? You always measure something at its thickest point. I certainly hope you don't make a living doing anything where you have to measure stuff.

roadwarrior said,
How does it not make sense? You always measure something at its thickest point. I certainly hope you don't make a living doing anything where you have to measure stuff.

lol, I'm trying to imagine him moving furniture into his house now, measuring by the thinnest point only to be disappointed later.

I would tend to agree with them, otherwise you'll see people cheating by tapering an edge down to nothing, and claiming either awesome average thickness or stupid awesome "only 1mm thick!*" claims


*at it's thinnest point

Sraf said,
I would tend to agree with them, otherwise you'll see people cheating by tapering an edge down to nothing, and claiming either awesome average thickness or stupid awesome "only 1mm thick!*" claims


*at it's thinnest point


Indeed, if one where to go by just the thinnest point the Macbook Airs could be marketed as less than a mm thick...