Context. A number of cool magnetic Ap stars show a prominent feature at λ 6708 Å. Its identification with Li i remains controversial due to the lack of knowledge of the spectra of rare-earth elements that are strongly enhanced in peculiar stars so they can potentially provide an alternative identification. Aims. We suggest investigating the 6708 Å line in Ap stars with strong magnetic fields. In these objects, the magnetic broadening and splitting provides an additional, powerful criterium for line identification, allowing the whole line profile to be used instead of depending on a mere coincidence in the observed and predicted wavelengths. Conclusions. Results of our study confirm the Li i identification proposed for the 6708 Å line in cool Ap stars.