Dive Brief:

• Apple is facing a lawsuit in northern California for false advertising.
• The suit claims that the brand was deceitful in advertising the the true storage capacity of iPhones, iPads, and iPods by using the full storage capacity—not the available storage after pre-loaded software. 
• Plaintiffs are also going after Apple for advertising iCloud storage to users when the storage becomes full, and don't allow users to use memory cards to increase storage—something other smartphone rivals offer.

Dive Insight: 

Apple is learning a hard lesson in truthful advertising: The "truth" can be different depending on the viewpoint. The suit could set a precedence for mobile advertisers because other mobile providers advertise storage in the same way. This could be a case to watch in 2015.