Apparently, when it comes to mobile phones, being the smallest handset is what matters – or rather, being the thinnest is what counts.
And, if that really is the case then Apple can breathe a sigh of relief after the ASA (Advertising Standards Authority) ruled the company is allowed to retain the title for the iPhone 4 as the “world’s thinnest smartphone”.
You probably know by now that the current iPhone is renowned for its high resolution Retina display, FaceTime and super-slim design.
In fact, Apple claims the iPhone has the “highest-resolution screen on a phone”, but it was its thinness claim that the company was recently challenged over after an advert was aired and ASA received a complaint.
At just 8.71mm in depth, some parts of the Samsung Galaxy S II phone are slimmer than the iPhone 4’s 9.3mm constant thickness.
So surely the Galaxy S II is the thinnest?
Well, no.
The ASA ruled against the complaint because although the S II is slimmer in certain parts of its design, it is thicker in others, measuring 9.91mm in places.
In its ruling, the regulator concluded: “Because the iPhone 4's thickest point was thinner than the thickest point of the Samsung Galaxy S II, we concluded that the claim ‘the world’s thinnest smartphone’ was not misleading.”
The Guardian has reported that the ASA also commented: “Apple pointed out that the Galaxy S II had prominent bulges at the top of the device. We considered that consumers would be less interested in whether certain points of a product were thin, if bulges in the product made its overall thickness greater.”
When it comes to having the slimmest parts, Samsung isn’t the only contender. The Sony Ericsson Xperia Arc, for example is a slight 8.7mm at its thinnest point. We wonder whether Apple’s upcoming iPhone 5 will have a slimmer frame to stay ahead of the competition…
Does smartphone size matter to you?
And, iPhone 4 owners are you delighted to possess the world’s thinnest smartphone?