Apple has changed the way files are marketed Pro Display XDR in the UK following a complaint to advertising regulators, no longer using the words “Far beyond HDR” to describe the screen.
Apple’s Pro Display XDR is impressive powerful monitor, capable of displaying HDR10 content as well as Dolby Vision and HLG playback. While Apple routinely proclaims display excellence, it should at least change its message in Great Britain.
Following a complaint filed with the Advertising Standards Authority, Apple has updated its website to remove the phrase “Far beyond HDR” from Pro Display XDR descriptions. The second paragraph on the page omits terminology from the final statement, which previously read “Far beyond HDR, it’s Extreme Dynamic Range (XDR).”
ASA website shows Apple is the subject of a complaint that was “resolved informally” on April 7. This refers to a situation where ASA and the companies involved agree to small changes that do not require a full investigation or a more formal, public decision.
Regulator confirmed to 9to5Mac that the complaint in question is about the marketing of the Pro Display XDR, and that ASA asked Apple not to use the three-word statement.
This is not the only change made to the Pro Display XDR page which includes the United Kingdom. A footnote has been added to his description of the P3 wide color gamut, making it clear that the display covers 99% of the color space.
Apple made changes only to the UK page for the Pro Display XDR, as ASA only regulates domestic marketing. The same page for other regions remains unchanged.