iPhone X Cleared to Tout Studio Quality Portraits in Its Advertising

By Kehl Bayern / July 10, 2018

Apple is known for their marketing genius, but do they occasionally make an overreach in their sales pitch?

According to some, at least as far as the iPhone X’s camera capabilities are concerned, they do.

Image via 3Motional Studio from Pexels.com.

An advertising board has ruled that Apple may use the phrase “studio-quality” in its marketing describing the photography capabilities of its flagship smartphone the iPhone X, paving the way for an onslaught of ads touting the phone’s capabilities as a professional-grade product according to FStoppers.

The Advertising Standards Authority reviewed Apple’s use of the phrase in conjunction with iPhone X marketing and found it to be appropriately applied, to the chagrin of some professional photographers and optics manufacturers alike.

Based in the United Kingdom, the Advertising Standards Authority ruled “that there was no industry standard definition of ‘studio-quality’ portraits” and given the discrepancy between skill levels found in photographers in various studios, the term was not appropriate for use as an objective standard anyway.

Apple, for its part, argued that the 50mm lens equivalent in use in the flagship iPhone X was on par with that often used in studio photography. Further the company detailed how lighting could further augment the iPhone X’s capabilities to make photos captured with it equivalent to those taken with “studio photography” camera equipment.

While the iPhone X is certainly an impressive piece of kit, few photographers would put it on par with even the mid-tier equipment on offer from some of the biggest nameplates in the business right now. That isn’t to say that smartphones in the future won’t have some kind of technology that blows everything out of the water, but for now we can see why some people may be bothered by Apple’s claim. Then again, given that there is no real standard for what constitutes “studio-quality,” we’re at a loss as to a good counter argument to make other than that the iPhone X isn’t quite the equipment you’re looking for when taking studio pictures.


About the author

Kehl Bayern

Kehl Bayern is our staff news writer and has over a decade of experience in online media and publishing. In terms of photography, he is interested in architecture and modern design. Kehl Bayern is also the author of science fiction thriller Animus Proxy. He is based in Boston, Massachusetts and studied politics at the University of Virginia and, later, Harvard University for graduate school. He spends much of his time traveling up and down the east coast of the United States. You can follow him on Instagram, Twitter and Facebook.


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