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American Apple is again embroiled in controversy over its marketing practices. The problem is how the company classifies its iPhone as water resistant.
The Italian competition authority has decided to fine Apple 10 million euros because of this theme. A decision that American technology is reluctant to make statements to, at least for the moment.
Apple accused of aggressive and deceptive marketing
In the document published by the Italian regulator, the latter classifies the way in which Apple advertises waterproofing on its iPhone as “aggressive and misleading”. Technology allegedly fails to clarify under what circumstances these conditions apply.
These allegations come after several reports in which Apple refused to provide technical support for liquid-damaged devices. Different ways of interpreting IP certifications are at the center of many controversies involving companies and users.
The document of the Italian body criticizes Apple’s disclaimers in these cases. There are instances where the company does not cover liquid damaged equipment and the resulting excuse for technical support, which is seen as misleading for consumers.
It is in fact a delicate subject and open to various interpretations. It can be read in terms of IP certifications that approved equipment can be submerged for a certain period of time, to a certain depth.
Sometimes these events are good for users, but it’s when something less good happens that the controversy begins. There are many cases in which companies report improper use of equipment in order not to provide assistance.
This direct fine to Apple puts the issue back on the agenda. We will see if the American accepts the sanction or if she reacts to get rid of another millionaire fine.
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