Andytvcams if you can substantiate your claims,(witness, something written down or recordings help !)
you might have a case against that well known retailer, for misleading sales but not Apple. And hope its not the one about to go bust !
At the point of launch of the New iPad the UK had NO cleared frequency bands for extensive LTE deployment . Even today the EE (differing trading company to Orange !) are using uniquely reused frequencies from old GPRS networks at 1800mHz and your New iPad can not operate on those frequencies or for that matter even on the next trenche of EU/UK bands that being 2600GHz and 800MHz.
But 4G is a nebulous advertising statement anyway. It NOT a technology in and of its self.
The correct claims are LTE and your New iPad does have the built in receiver for LTE but of a differing frequency band to those being deployed in the UK.This is the reason the Adverts were altered and yes it was at the ASA request.
That said even before the ASA comments the Apple adverts included a notation about LTE frequencies in small print.
As for 4G ready just as nebulous. If you go legal don't refer to this in any way it will weaken your case.
I did my research back in the spring and held off buying this model because it WAS very clear it would never work at any point on LTE frequencies here in the UK.
The UK auction of the main band frequencies STILL has to happen (In November 2012 !) and its yet another YEAR before extensive deployment.
EE have jumped the gun with the refarmed 1800mHZ band and from tests i have seen its little better than the existing 3 network HSDPA 3G service and speeds at this time.
The November iPad update now CAN operate on the UK EE refarmed LTE network, however even this model will never work on the main yet to be auctioned frequencies !
As I said earlier LTE “4G” is a complete mess, and as someone that relies on mobile communication and Internet access whilst on the move every day for work , i think the UK mobiles need to get robust 3G service on the existing infrastructure in the first place.
All that said what do YOU want are you just greedy and want free iPad - November update perhaps or is it MONEY in this litigious world we live in these days ?
I might add I never take the word of a shop assistant as gospel - THEY lie or simply don't know what they are talking about with regards to technology- Be that Dixons Group/Comet/Carphone Warehouse or phone4U.