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

Apple has optimized its marketing for the Pro Display XDR in the UK following an investigation by the Advertising Standards Authority (ASA). Apple “informally solved” an ASA case last week and linked it to the 32-inch Retina 6K monitor, according to 9to5Mac.

As of today, Apple will no longer market the Pro Display XDR on the product page in the UK as “far beyond HDR”. The ASA reportedly asked her to remove that language after receiving complaints and investigating. Apple had claimed that the monitor with XDR (or Extreme Dynamic Range) and its backlight technology “brings brightness, contrast and color to a new level” that is “way beyond HDR”.

The UK product page for the Pro Display XDR now also includes a notice that the monitor supports 99 percent of the P3 color gamut rather than the full range. In other countries, the page remains unchanged as the research only looked at Apple’s UK marketing.

The ASA also asked questions about the Pro Display XDR with a contrast ratio of 1,000,000: 1, as Apple claims. 9to5Mac reports that the company is running independent testing to verify this. In the meantime, however, the claim remains on the product side of the display. Engadget has contacted Apple for further details.

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