Apple Drops “4G” Branding From New iPad Following International Complaints

Apple Drops “4G” Branding From New iPad Following International Complaints

4G? For much of the world, not really...

Apple has made a change to how it markets the new third-generation iPad around the world following complaints from an Australian┬ácompetition regulator. The ACCC took Apple to court in the land down under over the latest iPad’s “4G” branding. Apple marketed the tablet in Australia as being capable of 4G data speeds despite the fact that the new iPad cannot currently use a 4G network in the country.

Without any public statement or announcement Apple has quietly changed the new iPad’s “Wi-Fi + 4G” label to “WiFi + Cellular.”

Apple Drops “4G” Branding From New iPad Following International Complaints

The change was spotted earlier today, but it looks like Apple started making the change to its online stores around the world over the last couple days. Apple’s online stores in Australia, the United States, United Kingdom, Canada, and more now all show the new label.

In Australia specifically Apple makes it clear that “This product supports very fast cellular networks. It is not compatible with current Australian 4G LTE networks and WiMAX networks.”

Apple Drops “4G” Branding From New iPad Following International Complaints

The new “Wi-Fi + Cellular” branding should keep Apple out of hot water in other countries where the new iPad can’t actually take advantage of 4G data speeds, like the United Kingdom. After this weekend the new iPad will be available in 90 countries.

Apple’s new iPad can technically only use a total of 5 4G networks in the United States and Canada. At the third-gen iPad event in March Apple said that it was working to add more 4G partners around the world.

  • That_Dan_Person

    The ACCC should just get the hell over this. It’s a 4G device period. And from what I understand Australian’s classifications of 4G is more true 4G then what you have in the states. It will be very interesting what will happen when the iPhone 5 is announced as 4G.

  • Koban4max

    Apple need to stop selling products over there.

  • ApplePr0n

    If the company is successful. That’s not allowed. Clearly

  • zilluss

    I find the comments so far somewhat funny and pitiful. I wonder how you would react if you buy a device that is advertised with 4G capabilities, just to find out you can’t use it in the US. Try to see the things from other peoples perspectives. This ruling is a good thing for the consumers.

  • turbohand

    You can sue someone because your country sucks? I wish I knew that earlier.

  • turbohand

    I find the comments so far somewhat funny and pitiful. I wonder how you would react if you buy a device that is advertised with 4G capabilities, just to find out you can’t use it in the US. Try to see the things from other peoples perspectives. This ruling is a good thing for the consumers.

    There are places in the US where you cannot use 4G. Luckily, those towns weren’t stupid enough to sue a device manufacturer because of their lack of cellular infrastructure.

    What next, are we going to sue Whirlpool because you lack electricity and therefore the refrigerator doesn’t actually keep your food cold?
    Dumb dumb dumb dumb.
  • homerj51

    the ACCC didn’t sue Apple. the ACCC made Apple change it’s advertising because it was false. doesn’t matter if you are a Apple fan boy or Apple hater no company should be advertising something that cannot achieve. 


    Apple knew they were wrong and make the changes. and we all know Apple doesnt change things lightly if the think they are right.
  • zilluss
    I find the comments so far somewhat funny and pitiful. I wonder how you would react if you buy a device that is advertised with 4G capabilities, just to find out you can’t use it in the US. Try to see the things from other peoples perspectives. This ruling is a good thing for the consumers.

    There are places in the US where you cannot use 4G. Luckily, those towns weren’t stupid enough to sue a device manufacturer because of their lack of cellular infrastructure.

    What next, are we going to sue Whirlpool because you lack electricity and therefore the refrigerator doesn’t actually keep your food cold?
    Dumb dumb dumb dumb.

    I don’t respond to you directly since the fact that you need to use improper language to adress me, tells me that you are likely unable to get my point. Your comparison also shows that you do not know what the 4G concern actually is about.

     I just want to clarify it for other readers from the US who think that Apple have been treated wrong on this matter.
    Other countries don’t “suck”. They have 4G networks as well. However, they use different frequencies for the 4G technology than the US networks. These frequencies are not supported by the iPad 3’s cellular chip. And Apple of course has the right to do so. On the other hand, they mustn’t advertise their product with a technology that you can’t use in your country, even though the technology is available (here is where the refrigerator comparison misses the point). Of course, Apple has written that you can’t use 4G in your country, but in small print on a foot note. And that sucks. A customer that isn’t technically adept can’t assume that the 4G support isn’t meant for his/her country. And as a customer you really shouldn’t assume it. 
    If the device labels 4G and I have a 4G network then I can use 4G. In my country. If I can’t do that, then remove the 4G label. That is common sense. Wasn’t Apple supposed to be customer friendly?
  • Andrew John

    The ACCC should just get the hell over this. It’s a 4G device period. And from what I understand Australian’s classifications of 4G is more true 4G then what you have in the states. It will be very interesting what will happen when the iPhone 5 is announced as 4G.

    No, the ACCC is a body set up by the government to protect the consumer and uphold Australian consumer law. Australian consumer law states, no product may be sold that does not work as advertised, and that the advertisements are to be true and factual in their claims. Apples 4G iPad chipset won’t work ANYWHERE out side of Nth America. You can’t call it a 4G iPad when the 4G is totally ineffectual in that country. That is clearly misleading. If Apple weren’t wrong, then why are they changing their advertising? Is it so hard for them to add a compliant 4G chip into each country specific device? Samsung does it. I think you need to grow the hell up and show some respect for the laws of the land of other countries, or is that something Americans just don’t understand, or care to understand?

  • baby_Twitty

    What’s GUGGENHEIM???

  • Andrew John

    You can sue someone because your country sucks? I wish I knew that earlier.

    If that were the case, the US would have been sued out of existence decades ago, along with you.

  • Andrew John

    If the company is successful. That’s not allowed. Clearly

    I’m sorry, what part of corporate responsibility excuses Apple from breaking consumer laws in other countries?

  • Tallest_Skil

    the ACCC made Apple change it’s advertising because it was false.

    Except it wasn’t. Apple didn’t advertise the iPad worked on 4G anywhere but the US and Canada.

  • Andrew John
    the ACCC made Apple change it’s advertising because it was false.

    Except it wasn’t. Apple didn’t advertise the iPad worked on 4G anywhere but the US and Canada.

    Um, what part of the advertising of the iPad 4G is correct? iPad, yes it’s an iPad. 4G, no its not 4G anywhere outside of the US. Why else did they remove the 4G line out of the advertising. If I advertise a Ford 4×4, but only runs on rear wheel drive, am I not making a false claim? Why can’t you yanks just accept it? Apple did.

  • Tallest_Skil
    <blockquote rel=”Andrew John”>Um, what part of the advertising of the iPad 4G is correct? iPad, yes it’s an iPad. 4G, no its not 4G anywhere outside of the US.</blockquote>
    Hey, you’ve just completely agreed with me, rendering your position moot.
    <blockquote>If I advertise a Ford 4×4, but only runs on rear wheel drive, am I not making a false claim?</blockquote>
    Sure. But that’s not what’s happening here. If I advertise my car can go 120 miles per hour (that’s who cares how many kilos) but I get pulled over for going over 55, can I sue the car company? Frick no. 
    I want to drive 120, I go to Montana. You want to use 4G, you come to the US.
    We’re the most important market to Apple right now. And as Apple is an American company, we’re going to be catered to first. That goes for power (as it always has) and telephony (as of recently) 
    Why can’t you Aussies accept that?
  • Andrew John
    We’re the most important market to Apple right now. And as Apple is an American company, we’re going to be catered to first. That goes for power (as it always has) and telephony (as of recently) 
    Why can’t you Aussies accept that?

    And you wonder why the world sees your lot as arrogant and laughable. The world loathes you. As for the most important market, you obviously forget the 1 billion that live in China that Apple are salivating at, and the fact that Apple makes more money from international sales than US sales. Remember us, the rest of the world? Sorry I forgot, the world doesn’t exist outside your little world Apple backed down, as they should, but you can’t accept that. So STFU and take your medicine. We here in the real world will get on with business and leave you yanks gazing at your self importance in that mirror. Just keep pumping out those super hero movies to boost your egos and keep telling yourself how wonderful you are. (face palm) P.S. The rest of the world is sick of fighting your idiotic wars!!!!

  • Downs

    There’s no official rule for what 4G is, but in my definition 4G can only be LTE

  • deepen915

    actually on Apple’s side here.. look at the disclaimer:

    4G LTE is supported only on AT&T and Verizon networks in the U.S. and on Bell, Rogers, and Telus networks in Canada. See your carrier for details.”

    so clearly, the people in Australia should know that 4G won’t work.

About the author

Alex HeathAlex Heath is a senior writer at Cult of Mac and co-host of the CultCast. He has been quoted by the likes of the BBC, KRON 4 News, and books like "ICONIC: A Photographic Tribute to Apple Innovation." If you want to pitch a story, share a tip, or just get in touch, additional contact information is available on his personal site. Twitter always works too.

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