Advertising Standards Authority upholds Acorn complaint against Apple
Acorn Computers Limited, the leading supplier of 32-bit RISC based computers, has won its battle to ensure that Apple Computer does not continue to mislead end users with its Power PC materials. Acorn's complaint about the Apple marketing information sent in reply to press advertisements for Power PC has been upheld by the Advertising Standards Authority (ASA).
Mike O'Riordan, Sales and Marketing Director of Acorn Computers Ltd comments:
"Although Apple agreed to review the claims when we intially made a complaint in March 1994, this decision reinforces our objection and Acorn's belief that the PowerPC information was misleading. The material was inaccurate and the decision will ensure that UK purchasers are aware that Acorn's position on this matter was correct."Acorn objected to Apple's claims in the materials that:
"Until now, personal computers have used the CISC (Complex Instruction Set Computing) microprocessor architecture, while RISC-based microprocessors have been used for high performance systems such as workstations and servers. Apple is the first company to ship personal computers with RISC-based microprocessors."Acorn objected to this claim as the company has been successfully supplying personal computers with RISC-based microprocessors since 1987.
Apple has now amended the materials to acknowledge Acorn's concerns and the company's position in the RISC market in the UK and overseas.
Founded in 1978, with 1993 revenues of £54.3m, Acorn Computers is the premier supplier of IT solutions to UK education and has been the leading provider of 32-bit RISC based personal computers since 1987. Acorn works closely with a strong community of industry partners, users and software developers to provide innovative technology solutions for the education, consumer, publishing and international markets.
The Acorn Computer Group is a holding company for Acorn Computers Limited, Acorn Australia, Acorn New Zealand, Acorn GmbH and Online Media. Acorn Computer Group owns 43% of ARM Ltd. Online Media, a division of the Acorn Computer Group, was launched in 1994 with the mission to design world class, interactive multimedia products.