According to the ASA, 10 viewers challenged whether the ad was misleading, because although the voice-over stated "only on the iPhone", the G1 phone had a similar application market place from which a range of applications could be downloaded.
Apple said the claim "only on the iPhone" followed directly from the phrase "there's an app for just about everything."
It said its App Store provides users with a "unique experience unmatched by any other application market place", including the Android Market which provids applications for the G1 phone.
In its defense, Apple said the number of applications available at the App Store was far higher than their competitors, and there were currently over 50,000 applications available in 88 different countries, accessible on a number of platforms.
By contrast, it said the applications available for the G1 phone numbered around 2,100 and were available to consumers in nine countries only.
The company also emphasised that the iPhones multi-touch functionality was more advanced than any competing functionality and allowed users to perform actions such as "pinch-to-zoom" and "swipe-to-scroll".
Because of its reputation, many brands and developers launch their applications only on the App Store, Apple said.
Clearcast acknowledged not all the applications illustrated in the ad were exclusive to Apple. However, they said the number and variety of applications available on the iPhone surpassed those available on any other phone, and were satisfied that the claim "an app for everything. Only on the iPhone" was accurate and did not mislead.
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