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Apple has reported Samsung to the Advertising Standards Authority (ASA) regarding claims made by the South Korean manufacturer that its Galaxy S2 is the thinnest smartphone in the world.


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Samsung’s Galaxy S2
The company claimed customers would be more interested in the measurement of the phone’s thickest point, as opposed to its thinnest.

The Galaxy’s is dominated by a slender 8.7mm waist for the whole of its 4.3″ screen, which undercuts Apple’s 9.3mm top to bottom thickness.

However, Apple has drawn attention to the bottom centimetre of the phone, which measures a fraction of a millimetre more than Apple’s iPhone.

According to the Guardian, the notion was compelling enough for the “World’s thinnest smartphone” title to be stripped from Samsung.

Apple said consumers would not be interested in the thinnest part of the device, but in its overall measurements, as these would, for example, affect whether the device could fit into a pocket or purse” said the ASA.

The low blow from Apple follows a flurry of patent lawsuits the company hit Samsung with, totalling 19 cases in 12 courts around 4 continents. Losing its market stronghold due to an out-dated iPhone 4, Apple is trying to stunt Samsung through litigation and petty claims.

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