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Italy fins Apple 10 million euros for making false publicity about iPhone's resistance to water


Italy fined Apple10 million euros on Monday for two "misleading and aggressive" business practices. The decision refers to the manufacturer's advertisements highlighting, "with great emphasis," that several of their mobile phones were waterproof. According to the transalpine antitrust authority, the company maintained that its devices could be submerged in water up to a maximum depth of between one and four meters, depending on the model, and up to 30 minutes. But it was not realized that only such operation was guaranteed in a test environment.

"Advertising did not make it clear that this property can only be found under specific conditions, for example, during laboratory tests controlled by the use of static and pure water, and not under normal conditions of use of the devices by consumers," clarifies the Competition and Market Authority (AGCM). Misleading advertising corresponds to apple models between 2017 and 2019: iPhone 8, iPhone 8 Plus, iPhone XR, iPhone XS, iPhone XS Max, iPhone 11, iPhone 11 pro and iPhone 11 pro Max.

AGCM emphasizes in its disposition that the company advertised the water resistance of its devices both in televised advertisements and on its website. In addition, does it indicate that the manufacturer detailed in the warranty of the phones ? and even in any advertisement? that the damage caused by liquids was not covered, but that this warning was less visible than the main advertising message, in addition to being contradictory to it.

The Italian authority therefore concludes that it "could mislead consumers" as it did not "adequately contextualize the conditions and limitations" of the water resistance of the devices. On the other hand, AGCM has described in the 45-page judgment Apple's refusal to provide the after-sales warranty service for these iPhone models when they had been damaged when submerged in water.


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