Apple was said to counter this claim by stating "really fast" was a reference to the speed of the 3G model compared to its predecessor and was "relative not absolute", this response however was not good enough for the ASA.

Not being the first time an Apple commercial was banned by the ASA, a previous commercial problem with the iPhone involved an ad stating "all parts of the internet are on the iPhone" when realistically it did not support Flash or Java which made certain web pages un-accessible.

For this incident Apple supposedly retaliated by saying the aim of the ad was to highlight the benefit of the iPhones internet capabilities in contrast to other handsets which offered access to WAP version or sites selected by other service providers.