"[Apple] believed it was the resolution of the picture that was important and in this case the poster screen grab image resolution was 162.8 ppi [pixels per inch], which was fractionally lower than the resolution of the iPhone screen itself, which was 163ppi," it said.
The ASA accepted that the reproduction of the picutre involved "a few minor manipulations", but that these did not alter the fact that the resolution of the web page on the poster and on the iPhone screen were almost exactly the same.
"Apple gave the ASA a demonstration of the iPhone and also showed how the screen grab was converted to a poster image," the ASA said. "We considered that the quality of web page images on the iPhone were comparable to that featured in the posters and concluded that the posters were unlikely to mislead about the image quality achievable with the iPhone."
The ASA cleared the advert of breaching its rules on substantiation and truthfulness.
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