Apple’s 'world’s fastest' claim criticised by ad watchdog

Adverts for the Apple Power Mac G5 fell foul of a UK watchdog for the second time, after the Advertising Standards Authority ruled this week that magazine ads describing the G5 as "the world's fastest computer" were misleading.

Apple launched the Power Mac G5 in June last year, marking its introduction with a bold marketing campaign that drew instant criticism.

Apple claimed that its new computer was "the world's fastest, most powerful personal computer," and released details of the tests carried out to prove its claim.

But rivals objected, saying the tests were limited and carried out on specially configured computers. In November, the UK's Independent Television Commission banned a TV ad, ruling that the "world's fastest" claim was misleading.

Faced with complaints over two magazine adverts, the Advertising Standards Authority has followed suit.

One advert stated: "The new Power Mac G5 is here. It's the world's fastest computer, and the first with a 64-bit processor".

Another stated:

"Introducing the revolutionary PowerPC G5 processor, the world's first 64-bit processor for personal computers [...] the G5's 64-bit architecture addresses dramatically more memory - over 4 billion times more than 32-bit chips - so that the systems built around the G5 can shatter the 4-gigabyte memory ceiling that limits every other PC on earth".

After taking expert advice the ASA found that the tests carried out by Apple:

"showed the Power Mac G5 was faster than the other two processors on some applications under certain conditions, but not that it was the fastest processor in all circumstances for all applications."

The ASA also understood that the G5 machine tested was still under development and said "the tests seemed to be configured in a way that might have given the Power Mac G5 an unfair advantage".

Accordingly, the ASA found Apple's claim unjustified and asked Apple not to repeat it.

The ASA also considered whether the claims that the G5 was the "the first with a 64-bit processor" and "the systems built around the G5 can shatter the 4-gigabyte memory ceiling that limits every other PC on earth" were misleading but, after taking advice, ruled that they were not.