The Apple iPhone 4 can claim to be the world’s thinnest smartphone. That’s the opinion of the UK’s Advertising Standards Authority, which was asked to adjudicate after a complaint about an online ad for Apple.
The complaint pointed out that the Samsung Galaxy S II was just 8.71mm at its thinnest point, while the iPhone 4 - which claimed to be “the world’s thinnest smartphone” - was 9.3mm.
Apple acknowledged the Galaxy S II was thinner at points, varying between 8.71mm and 9.91mm, while the iPhone maintained the same 9.3mm depth. It said that consumers were concerned about overall measurements, not the thinnest part, as the overall dimensions would determine whether the device could fit into a pocket or a purse.
The ASA agreed and didn’t uphold the complaint, noting that Apple’s methodology for claiming the ‘thinnest’ smartphone was reasonable. Its adjudication states “Because the iPhone4’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.”