Justice: in Italy, Apple and the iPhone in apnea

Among our transalpine neighbors, the competition and markets regulatory authority, or “Autorità Garante della Concorrenza e del Mercato” (AGCM), is taking Apple to court with 2 charges. Both referring to the water resistance announced by the Californian manufacturer for its iPhones.

The first accusation concerns the iPhone 8 to 11 Pro and Pro Max and all generations between these two models. Apple is accused of having failed to specify that the water resistance of these smartphones, although proudly announced in various advertising spots as guaranteed for 1 to 4 meters of depth (depending on the iPhone model) for 30 minutes, could not be respected only under very specific conditions. Indeed, in the videos covered by the complaint, Apple allegedly failed to indicate that the announced waterproofness cannot be verified.than in a laboratory situation, especially with pure, static water.

Second accusation, the Californian firm is accused of having used a misleading statement in these advertising videos, specifying that the guarantee did not cover damage caused by liquids. However, the devices in question are precisely presented as waterproof. The Californian firm is therefore accused of misleading the consumer. Additionally, this has been true for many users who have been unable to enjoy Apple's warranty coverage for damage due to liquid entering their iPhone.

The Italian competition watchdog is therefore suing Apple for these two facts and demanding payment of a fine of10 million euros, as well as the publication by the American giant of a public note on its website explaining the matter.

So 10 million euros is not much for the Apple slot machine. On the other hand, this Italian trial could inspire other European countries to take the same path. Thus, with the snowball effect and potential trials to come across the four corners of the Old Continent, Tim Cook may well have to plug the holes in his unfortunate marketing strategy to avoid losing his money.

Editor-in-chief for iPhon.fr. Pierre is like Indiana Jones, looking for the lost iOS trick. Also a long-time Mac user, Apple devices hold no secrets for him. Contact: pierre[a]iphon.fr.