Current/former TV ads, ASA decided, mislead viewers into believing that "all parts of the internet" were made available via the Apple phone. But in reality, the iPhone’s Safari browser doesn’t support at least several proprietary technologies that required plug-ins; Java and Flash are the main examples.

Apple’s argument that the ads were focused on the concept of availability and not on technical details was not enough:

“We noted Apples argument […], but considered that the claims "Youll never know which part of the internet you’ll need" and "all parts of the internet are on the iPhone" implied users would be able to access all websites and see them in their entirety. We considered that, because the ad had not explained the limitations, viewers were likely to expect to be able to see all the content on a website normally accessible through a PC rather than just having the ability to reach the website.”

In the end, it came down to this: “The ad must not be broadcast again in its current form.”