Apple’s new iPad is Rebranded as “Wi-Fi + Cellular”

Source: Apple new iPad/ Apple

Apple rebranded its new iPad as “Wi-Fi + Cellular” after facing issues about its “Wi-Fi + 4G” advertisement. The change was also applied in their US and Canada retailers, where networks are compatible with the 4G Long Term Evolution radio found on the device. The rebranding is also effective in Australia and United Kingdom after their governments took issue of the countries’ “misleading” advertisement.

From Australia and Beyond

It should be recalled that the Australian Competition and Consumer Commission made an appeal to Apple regarding its 4G branding on the new iPad. The tablet was previously advertised as “Wi-Fi + 4G” around the world, although it can only support 3G networks outside of North America.

Because of this, they filed an application at the Federal Court due to the company’s “misleading” advertisements. The commission has sought “injunctions, pecuniary penalties, corrective advertisement and refunds to consumers affected.” Apple responded in this issue by proposing a refund to Australian customers who were unhappy of their device’s lack of 4G LTE connectivity. They also posted a disclaimer on their online and retail stores to inform customers that the tablet is incompatible with Australia’s 4G networks.

The Australian lawsuit was followed by an investigation executed by the Swedish Consumer Agency and UK’s Advertising Standards Association. Apparently, the device’s 4G LTE connectivity is also incompatible with the countries’ network, which leaves consumers to bank on slower 3G speeds. Apple responded to the issue by adding a fine print on its online stores about the new iPad’s high-speed connection.

“The iPad with Wi-Fi + 4G model can roam worldwide on fast GSM/UMTS networks, including HSPA, HSPA+ and DC-HSDPA. When you travel internationally, you can use a micro-SIM card from a local carrier. You can also connect to the 4G LTE networks of AT&T in the US and Bell, Rogers and Telus in Canada.”

When UK’s ASA took full investigation about Apple’s marketing ploy for its new iPad, the company removed any references of 4G from its website. They also edited a video with regards to the tablet’s high-speed connectivity. However, Apples Stores in UK continues to advertise the device as “Wi-Fi + 4G.”


Whether the rebranding of new iPad from “Wi-Fi + 4G” to “Wi-Fi + Cellular” is enough for Apple to avoid further litigations remains to be seen. Nevertheless, the company is definitely making a move to prevent more unhappy customers from returning their device and making a refund.

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