AT&T Might Finally Ditch '5GE' Marketing Following National Advertising Board Recommendation

[MacRumors]

Author: Joe Rossignol

Following a challenge from T-Mobile, the National Advertising Review Board today announced that it has recommended that AT&T discontinue its "5G Evolution" or "5GE" marketing claims, noting that they may be misleading to consumers.

"5G Evolution" is the branding that AT&T has been using in areas where the latest 4G LTE technologies like three-way carrier aggregation, 4x4 MIMO, and 256-QAM are available. Since the release of iOS 12.2, AT&T has been displaying a "5GE" label in place of "LTE" on iPhones that connect to its network in areas where those technologies are available.

In a statement shared with MacRumors, AT&T said that it "respectfully disagrees" with the decision, but will comply as a "supporter of the self-regulatory process." AT&T added that it is not currently using "5G Evolution" branding in its advertising, but it did not confirm whether it will stop using the "5GE" label on smartphones.

AT&T respectfully disagrees with the reasoning and result reached by the Panel majority. AT&T's customers nationwide continue to benefit from dramatically superior speeds and performance that its current network provides. As a supporter of the self-regulatory process, however, AT&T will comply with the NARB's decision.

AT&T has since launched its actual 5G network in select cities in the United States. The first 5G-enabled iPhones are expected to launch later this year.
Tags: AT&T, 5GE

This article, "AT&T Might Finally Ditch '5GE' Marketing Following National Advertising Board Recommendation" first appeared on MacRumors.com

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