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Apple has been making misleading claims about its Pro Display XDR

Apple may no longer advertise the Pro Display XDR as offering 'far beyond HDR' in the UK. (Image source: Apple)
Apple may no longer advertise the Pro Display XDR as offering 'far beyond HDR' in the UK. (Image source: Apple)
Apple has been making misleading claims about the Pro Display XDR, according to The Advertising Standards Authority (ASA) in the UK. Now, Apple can no longer claim that the Pro Display XDR offers 'far beyond HDR' in the UK, although it continues to do so in the US and other countries. The same goes for the company implying that the display covers 100% of the DCI-P3 colour gamut.

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The Advertising Standards Authority (ASA) has accused Apple in the UK of misleadingly marketing the Pro Display XDR, its US$4,999 external monitor. According to 9to5Mac, the ASA has found fault with three claims that Apple has made about its 32-inch monitor. The ASA only regulates UK advertising, so these changes will not be reflected in Apple's EU or US listings for the Pro Display XDR. We have included comparison screenshots below between Apple's UK and US listings, for reference.

Arguably, the most noticeable change is the removal of Extreme Dynamic Range (XDR) being 'far beyond HDR'. Apple did not substantiate that claim, nor could it when asked by the ASA to do so. Additionally, Apple insists that the Pro Display XDR supports 'a P3 wide colour gamut'. Reading that statement implies that the Pro Display XDR supports 100% of DCI-P3, which it does not. Instead, the monitor supports 99% of it, which, by definition, is not full coverage. Accordingly, the ASA determined that this was also misleading advertising. However, Apple has only added a footnote to address that issue.

Moreover, the ASA took issue with Apple's claim that the Pro Display XDR has a 1,000,000:1 contrast ratio. Apple has not yet agreed to remove this from its website and will decide once independent tests have been conducted to substantiate or refute its claim. PCMag's tests show that the Pro Display XDR comes nowhere close to matching this test, though. On the contrary, its Pro Display XDR peaked at 39,037:1, an excellent value for an LCD panel but one that falls dismally short of 1,000,000:1.

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Apple's Pro Display XDR advertising in the UK. (Image source: Apple)
Apple's Pro Display XDR advertising in the UK. (Image source: Apple)
Apple's Pro Display XDR advertising in the US. (Image source: Apple)
Apple's Pro Display XDR advertising in the US. (Image source: Apple)
Apple's Pro Display XDR advertising in the UK. (Image source: Apple)
Apple's Pro Display XDR advertising in the UK. (Image source: Apple)
Apple's Pro Display XDR advertising in the US. (Image source: Apple)
Apple's Pro Display XDR advertising in the US. (Image source: Apple)
Apple's Pro Display XDR advertising in the UK. (Image source: Apple)
Apple's Pro Display XDR advertising in the UK. (Image source: Apple)
Apple's Pro Display XDR advertising in the US. (Image source: Apple)
Apple's Pro Display XDR advertising in the US. (Image source: Apple)

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Alex Alderson
Alex Alderson - Senior Tech Writer - 4126 articles published on Notebookcheck since 2018
Prior to writing and translating for Notebookcheck, I worked for various companies including Apple and Neowin. I have a BA in International History and Politics from the University of Leeds, which I have since converted to a Law Degree. Happy to chat on Twitter or Notebookchat.
contact me via: @aldersonaj
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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2021 04 > Apple has been making misleading claims about its Pro Display XDR
Alex Alderson, 2021-04-14 (Update: 2021-04-14)