Apple has changed how it markets the Pro Display XDR in the United Kingdom following complaints to an advertising regulator, with it no longer using the words “Far beyond HDR” to describe the screen.
Apple’s Pro Display XDR is an impressively powerful monitor, capable of displaying HDR10 content as well as Dolby Vision and HLG playback. While Apple routinely proclaims the display’s virtues, it’s had to modify its messaging in the United Kingdom at least.
As of today, Apple is no longer marketing the Pro Display XDR as “far beyond HDR” on the product page in the UK. The ASA reportedly asked it to remove that language after it received complaints and investigated. Apple had claimed that with XDR (or Extreme Dynamic Range) and its backlighting tech, the monitor “takes brightness, contrast and color to a new level” that was “far beyond HDR.”
The UK product page for the Pro Display XDR also now includes a note stating the monitor supports 99 percent of the P3 wide color gamut and not the entire range. The page remains unchanged in other countries as the investigation was only related to Apple’s UK marketing.
The Advertising Standards Authority (ASA) raised questions about the Pro Display XDR having a 1,000,000:1 contrast ratio, as Apple claims. 9to5Mac reports the company is carrying out independent tests to verify that, but in the meantime the claim remains on the display’s product page. Engadget has contacted Apple for more details.
