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The ASA has upheld a complaint from two viewers over the advert, which stated that "you'll never know which part of the internet you'll need" and "all parts of the internet are on the iPhone".

The viewers objected because the iPhone doesn't support Flash or Java, both integral to the running of many websites.

Defending the advert, Apple told the ASA that although the two web

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technologies were not enabled, the iPhone could indeed access all sites across the internet.

Many other devices, such as earlier generation WAP phones, could only see simplified versions of websites, or were restricted by their service providers to a limited range of sites, it claimed. By contrast the iPhone had "full" internet access through its UK service provider O2.

But the regulator wasn't convinced. "We considered that, because the ad had not explained the limitations, viewers were likely to expect to be able to see all the content on a website normally accessible through a PC rather than just having the ability to reach the website," the ASA said in a written adjudication.

"We concluded that the ad gave a misleading impression of the internet capabilities of the iPhone."

It said the advert had breached three of its rules covering misleading advertising, evidence and implications. "The ad must not be broadcast again in its current form."