Phones
Apple Says White Is Cool Again... But Is It?
Posted by Benny Goldman at 9:37 AM on June 10, 2008

In an otherwise surprise-free keynote today, one without booms or "one more thing"s, one bit of news stood out: White made a quiet return to the iPod family. Sure, it never fully left Apple—remaining the default colour for earbuds, plugs, power bricks, AirPort products and the cheapest MacBooks—but we were finally getting used to a world without white iPods. Does this mean after nine short months put out to the pastures, white is already retro-cool again?
This time around, white won't be for everybody. Once the staple colour of the iPod revolution, white will be a statement for those bold enough to sport a phone that bright. It's incredible; when Jobs dropped a little black on the masses, we thought that was radical, but eventually accepted it as the norm. When most Apple products went brushed-aluminum, we were again stunned, but now we think nothing of it. Today white, the colour that we accepted from the beginning, is back, this time on an iPhone, it looks like the most far-out Apple product yet.
Will the return of white in the iPhone set a pattern for the iPod touch, classic, and others? Will white be the new, well, white, taking back the reins as the most popular colour? Will the colour make its way back to Apple's high-style MacBook Air? Can Jobs, Jonathan Ive and the Cupertino crew keep us on our toes forever by recycling the same three finishes? Most importantly, are you person that's bold enough to rock this flamboyant new phone? I, for one, am not. [Apple]
Tags: 3g | apple | iphone | jonathan ive | phones | steve jobs | wwdc | wwdc 2008

Comments (AU Comments · US Comments)
Mark B
Posted July 10, 2008 3:34 PM
I prefer the white one myself. I've already got a white Macbook and I like my carpet to match my drapes, if you know what I mean.
Wakeboard
Posted 10:31 AM 10/6/08
gay
Wakeboard
chrstphr
Posted 10:24 AM 10/6/08
I've always preferred white on the iPods and Macbooks over black, but this time around, the black looks a lot sleeker on the iPhone.
chrstphr
nathangimpel
Posted 10:20 AM 10/6/08
I've always preferred the white finish over the black finish. I chose white for my new Macbook instead of the black. The white just looks more aesthetically clean and defined to me. I'm planning on keeping my 5g iPod for as long as possible just because I love that glossy white finish. I'm entertaining the idea of buying one of the new iPhones. The fact that white is now offered might just be enough to initiate the purchase.
nathangimpel
zeqounx
Posted 10:20 AM 10/6/08
Um...Is just the back of the 16 gb iPhone white?...or all of it?
I don't think a white back and a black front really attract me...so I'd probably get the black iPhone.
zeqounx
utube2007
Posted 10:20 AM 10/6/08
@Kaiser-Machead is in your Macbook Pro!: Its that finger prints and other stuff such as scratches are more noticeable & occur more often on somethings like (ipods, iphones,imacs, monitors in general)lots of times people dont like to have a bunch of scratches or finger prints on stuff.
Fingerprints on touchscreens make the screen hard to use because you cant really see the screen and have to do lots of wiping.
Glossy stuff because it gets really noticeable when you have 10, 20 or 30 fingerprints or scratches on something.
It could be brand new just taken out of the box 5 minutes ago and look like shit due to scratches & fingerprints because of what it is made out of.
My point was why do lots of things apple make are glossy imac's, ipods, iphones, does someone there have a fetish about glossy items. Every other generation seems to be glossy or matte
utube2007
tr
Posted 10:19 AM 10/6/08
@spyder91: yeah, i kinda like the white. white in the mobile phone market is something you don't see much. it looks a lot nice in my eyes than the standard silver/black/metal look found in most phones.
tr
jimcord
Posted 10:19 AM 10/6/08
White is Right!
jimcord
itchytooth
Posted 10:15 AM 10/6/08
@qbrad: Them's fightin' words... I think.
itchytooth
shenanigans61
Posted 10:15 AM 10/6/08
I really can't stand the silver G6 iPod. If there were white too, it wouldn't be so bad, but there isn't. I miss my 3G iPod...and the fact that it's buttons lit up :( It was sort of like it's eyes started shining when you used it :(
shenanigans61
OGHowie
Posted 10:13 AM 10/6/08
@Ariel_Wollinger:
Funny story. A friend once got mugged by a motorcyclist while in traffic in Brazil. Minutes later the guy rode back and threw the watch back at him cause it was a fake Tag.
OGHowie
Mayor McRib
Posted 10:12 AM 10/6/08
It could be worse, they could have gone brown.
Mayor McRib
thechansen
Posted 10:12 AM 10/6/08
@Late_Night: well wrapping a phone in a faraday cage is less than ideal. I welcome the plastic.
thechansen
Late_Night
Posted 10:10 AM 10/6/08
I bet the plastic back is giving better call quality. Why isn't anyone pointing this out? I always thought the least apple thing about the iphone was the black was split in two colors, this solid seems more apple like to me.
Late_Night
qbrad
Posted 10:06 AM 10/6/08
@itchytooth: Your backside is made of zirconia! So nyeah nyeah nyeah!
qbrad
thechansen
Posted 10:05 AM 10/6/08
I'm getting the white. I don't care.
thechansen
spyder91
Posted 10:02 AM 10/6/08
I bought a white White BlackBerry Pearl instead of black (the only other color offered by T-mobile at the time) because it was more aesthetically pleasing to my eye. This is why they offer both black and white MacBooks, still, and now both colors of the iPhone. When your product line spans two phones, a choice in color can be a big seller.
spyder91
Kaiser-Machead is in your Macbook Pro!
Posted 10:00 AM 10/6/08
@utube2007: I don't get this whole fingerprint phobia. Its' as if the oils in their hands are acid or something.
Kaiser-Machead is in your Macbook Pro!
frigg
Posted 10:00 AM 10/6/08
Or, white could be the new beige.
frigg
Kaiser-Machead is in your Macbook Pro!
Posted 9:59 AM 10/6/08
@aelver: Cable mic > holding whole phone up to your ear.
Kaiser-Machead is in your Macbook Pro!
Kaiser-Machead is in your Macbook Pro!
Posted 9:59 AM 10/6/08
@utube2007: Most of Apple's products are actually matte in finish. The only things with gloss are the chrome backs on iPods, the displays of some of their computers and PMP's, and now the back of their iPhone.
Kaiser-Machead is in your Macbook Pro!
utube2007
Posted 9:59 AM 10/6/08
@ferrdidly: What people want glossy products, i always hear people complaining fingerprint magnet and thats on hear.
Neither you or I know what the people want so you cant say that be sure its true most be accept stuff because thats the way it is, not what they really want.
utube2007
Epershand
Posted 9:57 AM 10/6/08
I'm going with the white.
Epershand
hatboysam
Posted 9:57 AM 10/6/08
Always wanted a white iPhone.
More specifically, a white iPhone that would not cost me over 1300 dollars in the first year.
I guess dreams do come true *sniff*
hatboysam
Ariel_Wollinger
Posted 9:56 AM 10/6/08
@aelver:
I dare someone use one in Brasil..
Ariel_Wollinger
ferrdidly
Posted 9:54 AM 10/6/08
@utube2007: cause its what people want...
ferrdidly
Ariel_Wollinger
Posted 9:54 AM 10/6/08
plastic? WTF?
Ariel_Wollinger
Hiphopopotamus
Posted 9:54 AM 10/6/08
@Monty: They're products are gonna look like crap when they launch OS Peacock.
Hiphopopotamus
aelver
Posted 9:52 AM 10/6/08
@Kaiser-Machead is in your Macbook Pro!: No, not if it's against your ear.
I guess you could get a case, but that would defy the whole point.
aelver
utube2007
Posted 9:50 AM 10/6/08
No white is not cool again whats cool is the no glossy color which ever it is, has anyone ever asked Apple why they make a bunch of glossy products
utube2007
Monty
Posted 9:49 AM 10/6/08
When you are putting out a new operating system called 'Snow Leopard', you better be sporting white devices.
That said, the decision probably has less to do with white being cool again, and more to do with a variety of color choices in the iPhone future. Can a red be far behind?
Monty
Hiphopopotamus
Posted 9:47 AM 10/6/08
I for one think its awesome that the Samsung Glide and MS Zune are today's Gizmodo sponsors. Hooray for contextual advertising.
And white sucks because some of us are fairly abusive of our Apple products and dont like it to look 5 years old after a week of use.
Hiphopopotamus
Kaiser-Machead is in your Macbook Pro!
Posted 9:47 AM 10/6/08
@aelver: You mean the big ass display with the colorful icons doesn't say that already?
In any case, I'm pretty sure a lot of people will be putting these in a case anyway.
Kaiser-Machead is in your Macbook Pro!
itchytooth
Posted 9:46 AM 10/6/08
My girlfriend immediately wanted the white one, so I guess it's cool. I will have to see them both in person before I decide. I was hoping the backside would be made of zirconia.
itchytooth
aelver
Posted 9:44 AM 10/6/08
White just screams 'Mug me!'
aelver
Benny Goldman
Posted 9:44 AM 10/6/08
@matt buchanan: If I am forced to get white, you will be too, since I'll already be ahead of you in line.
Benny Goldman
matt buchanan
Posted 9:42 AM 10/6/08
The question is "How many people will be forced to rock the whitePhone when they run out of the standard one at launch?" I've got dibs on the black one Benny Boo.
matt buchanan
Ken_Darrow
Posted 9:39 AM 10/6/08
Yes white is cool. I'm debating on black or white... arrrgh can't decide.
Ken_Darrow
snitch29
Posted 10:53 AM 10/6/08
What did they mean by, it will cost a maximum of $199???? do they mean AT&T could even sell it cheaper if they want????? cause at $199 & $299 i don't see them subsiding anything since that will be a standard global price
snitch29
AndersonBMX
Posted 10:49 AM 10/6/08
not gay
AndersonBMX
UmbertoCabbageton
Posted 10:49 AM 10/6/08
I just don't get all of these material and color changes. It's like no one at Apple can make up their minds lately. Macbook's are supposedly moving to aluminum casings and now the iPhone is going back to plastic? Have we not had enough evidence from the 1st gen iPod Nano that plastic in your pocket scratches? Metal will always feel and look better to me. It feels like quality. Nothing plastic I have ever held in my hand felt like it was of outstanding quality. Even my first gen Intel iMac looks and feels like a piece of crap next to my aluminum iMac.
UmbertoCabbageton
lols
Posted 10:42 AM 10/6/08
i love how the black macbook looks, but the white iphone looks awesome. like a shiny, white easter egg. Though, I think the black iPhone will always look and be the more professional looking phone, i think i'll prolly get the white one. also hate to admit it but i think the white one will also appeal to spoiled 16 yr. old girls.
lols
gamecrazychris
Posted 10:41 AM 10/6/08
Check the Apple tech specs, the 16gb is available in white or black. This is kinda the oposite of how macbooks go, black is usually the more expensive option.
gamecrazychris
genius74
Posted 10:35 AM 10/6/08
@jimcord: Black Is Might!
genius74
lecti
Posted 11:13 AM 10/6/08
As long as they don't try to pull off a brown, it's fine with me.
lecti
Benny Goldman
Posted 11:11 AM 10/6/08
@Wakeboard: You should write a comment on how to get banned. Oh wait, you can't anymore!
Benny Goldman
gizmodo_is_my_crack
Posted 11:41 AM 10/6/08
White is just such a clean, bold color... and I'm all for a plastic backing. The back of my current iPhone is the only scratched part of the whole thing.
And quite frankly, it prolly means a weight reduction for the unit, too. Woo hoo. My beautiful brick will be less brick-ish now.
gizmodo_is_my_crack
Derek Devine
Posted 11:35 AM 10/6/08
FYI: White comes only in the 16GB model while the Black comes in both the 8GB and 16GB. What would of been cool is if they had a Silver (Metal) in 32GB or at least an iPhone Pro with more memory or something. All I needed was more memory, grrr. Now I'm getting a White iPhone.
Derek Devine
shenanigans61
Posted 11:35 AM 10/6/08
@lecti: I think I vomit (just a little bit) every time I realize that they actually attempted to make a brown Zune likeable...bleh.
shenanigans61
Cordfucious the Black
Posted 12:21 PM 10/6/08
@Benny Goldman: DAYUM B
Oh well.... the hammer has fallen once again on an ignant ass poster.....MU AH AH AH AH AH AH AH AH AH AH AH
Arise Lord Goldman.......ooooooo buuurrrrr
Readers are plentiful; thinkers are rare.
Cordfucious
Cordfucious the Black
niel718
Posted 12:16 PM 10/6/08
plz im tankful it went baq 2 wyt. black is sonys color
niel718
Fierock
Posted 12:13 PM 10/6/08
White iPhone and iPod touch are cool, but let me know when they are available in terra cotta or a dark-khaki shade of brown.
Fierock
videoCWK
Posted 12:04 PM 10/6/08
Mine will probably be white, though it truly depends on which one looks better to me in person.
videoCWK
media_lush
Posted 12:48 PM 10/6/08
white for summer, black for winter
white for day time, black...well you get the picture
I'm casually glancing at my mound of tech gizmos (mainly remotes) and my white ipod sticks out like a shiny white albino nugget of goodness....
I would definitely choose the white one just so I don't lose it in my big pile of black ones!
media_lush
Dearhaw
Posted 12:41 PM 10/6/08
>> "one without booms"
Are you kidding me? Did you not hear the 4 or 5 thunderous BOOM sound FX that they introduced with this keynote? ;-)
Dearhaw
alowishus
Posted 1:24 PM 10/6/08
Personally, I like the aluminum finish. Wireless reception? Bah! Punch up the wattage on those cell towers until they can cook sparrows!
I like the white though. It's different from other black phones.
And you know what? 3G and GPS is f-ing awesome, but superior call quality is tits. Like THE reason to upgrade, IMO.
alowishus
OMG! Ponies!
Posted 12:57 PM 10/6/08
@cybergrunt: now that you mention blow, I have to disagree.
Black shows coke residue, white doesn't. Something to remember when snorting coke off of your gadgets. And no, I don't believe in licking the residue off the damned iPhone.
OMG! Ponies!
itchytooth
Posted 12:56 PM 10/6/08
I'll get the one that matches my gorilla.

itchytooth
x23
Posted 12:55 PM 10/6/08
i have never seen so many racists in one thread.
it's 2008 people... white and black are equally good.
x23
pardyhardy
Posted 12:54 PM 10/6/08
Just because white people are normally skinny and geaky does not mean the white iPhone will be the same way.
pardyhardy
cybergrunt
Posted 12:53 PM 10/6/08
white blows. everything should always be black.
cybergrunt
Kaiser-Machead is in your Macbook Pro!
Posted 12:50 PM 10/6/08
@gamecrazychris: Actually, only the Macbook has that price premium for the color thing going on (and to some extent, the nano, but you get more than just a color). I'll bet that if there was a choice between the matte black and the white, the black would leave a lot of unsold whites laying around =O
Kaiser-Machead is in your Macbook Pro!
fgreenwe
Posted 1:45 PM 10/6/08
The only reason Im not gonna get the white one is Im afraid of it looking dingy eventually. What about me pulling it out of my jean pockets 200 times a day? Will they get blue on them like the headphones does? After work and my hand arent dinner time clean? What if I leave in on my friends dirty counter that Im only cool with because he's fun to drink with?
fgreenwe
ethanlechcharles
Posted 1:42 PM 10/6/08
I converted to black Apple products when I bought my second fifth gen iPod. I made the mistake of buying a white lg chocolate (well, first I made the mistake of buying an lg chocolate) and it just got dirty and scratched and looked too girly for me.. Because I am not a girl..
ethanlechcharles
norfizzle
Posted 1:41 PM 10/6/08
I like the IDEA of a white iPhone, but myself, I'd have to go 16gb in black. I would however, rock a white ipod again.
norfizzle
Benny Goldman
Posted 2:16 PM 10/6/08
@melikespi: Talking about Apple specifically, though you do raise some good points. However, iMac is no longer white, it's aluminum (I forgot that while I was writing this post on my white iMac), and only the cheaper MacBook is in white (which I mentioned in the post).
Benny Goldman
melikespi
Posted 2:13 PM 10/6/08
What are you talking about? White has never "gone out" in the past couple of years.
Note:
iMac
MacBook
Wii
DS
recent clothing styles
Plethora of new white luxury cars on the road
the list goes on and on. I think it makes as much sense offering a white model as it does black. White it is for me!
melikespi
EnzoFX
Posted 2:05 PM 10/6/08
The finish on my iBook shows almost no wear, it really is great. The finish on the white iPhone looks similar, so I imagine it'd be just as good. The black version will probably show scratches a lot easier.
I didn't realize White would stand out as much, I may have to go for the Black just for that reason... Dunno, White is so clean looking =P
EnzoFX
Chester_Copperpot
Posted 2:02 PM 10/6/08
Wesley Snipes in Passenger 57: Always bet on black.
Chester_Copperpot
Digicach
Posted 2:00 PM 10/6/08
Yeah, i like apple, the white on apple is really cool. But if it on other brand MP3 player may be not a good color, the feeling is not same as apple.
Digicach
Skeezoyd
Posted 2:20 PM 10/6/08
I'd definitely prefer to get the white one. I'd take either, but if I had a choice...
Skeezoyd
drugshovel
Posted 3:33 PM 10/6/08
Why is this such a big deal? Does it really matter what color this over priced gadget is?
drugshovel
The Magnificen7
Posted 3:47 PM 10/6/08
@drugshovel: Over priced? Are you on drugs?
Also, what color were they going to make it? It's plastic, they can't do the brushed aluminum. Yes, white is still cool.
The Magnificen7
mangochutney
Posted 4:35 PM 10/6/08
I think the white looks great.
If Apple has thought it through, as I believe they'll have, that thing has a nice polycarbonate back. I expect it to be just as prone, or even less prone to show scratches than displays of the current iPods.
Anyway, you don't see fingermarks that easily on white, ketchup is a bad idea, though.
If my iPod sells for as much money as i expect it to, I'll get the new iPhone in white.
otherwise I'm going to wait until the last generation iPhone (that kinda feels painful to write) drops below €175,- which is going to hapen in a few weeks I think.
mangochutney
bobdobbs's MBA wants LindsayJoy's MBP
Posted 5:08 PM 10/6/08
@ThisCharmingMan: Hey, Steven Patrick, guess what: iPhone 1.0 has a plastic back.
bobdobbs's MBA wants LindsayJoy's MBP
ThisCharmingMan
Posted 5:04 PM 10/6/08
I'm not a fan of the new white OR black iPhone. The first iPhone was sleek, with its brushed metal back. The new one looks like a fucking toy, not a high end piece of electronics.
ThisCharmingMan
Purple Dave
Posted 6:29 PM 10/6/08
@melikespi:
The DS has never been available in white. It debuted in silver, and the first thing people wanted to know was when it would be available in other colors. The DS Lite debuted in white, and the second thing people wanted to know was when it would be available in other colors (the first thing was why the hinges were always cracking). I had a friend import a Japanese graphite black DS Phat for me, and I picked up a domestic black DS Lite, but I'm not even going to bother looking for a Wii until they come out with a different color. I didn't touch the iPod until they came out with a black model (which I promptly covered up in purple skins, but it looks better over a black base).
If you want it to look like art, you go with white. If you want it to look like it'll actually do something useful, you at least go to silver, but black or a dark metallic grey is preferable. White looks like something you'll have to spend more time cleaning than you'll ever get to spend using.
Purple Dave
Den Dragon
Posted 7:52 PM 10/6/08
@Fierock: Burnt Umber ftw! :D
@OMG! Ponies!: Dude, everyone knows you use the glass side. Duh! ;)
Den Dragon
aussie
Posted 8:19 PM 10/6/08
I'm getting the white one, it will go better with my MacBook Air, I've got a black iPod Touch already...
aussie
iaintgoingthere
Posted 9:44 PM 10/6/08
Ebony and ivory live together in perfect harmony.. side by side on my.....
iaintgoingthere
KingSnakeX4
Posted 10:48 PM 10/6/08
I want a bamboo iphone :(
KingSnakeX4
N@tedog
Posted 11:22 PM 10/6/08
White is passe. It's about the chrome/polished stainless paired with colors.
N@tedog
m55
Posted 7:26 PM 10/6/08
I managed to avoid logic and get 7 iPhones cutomized by the WAY OVERRPRICED Colorware outifit.
So far I have got jet black, white, gold and red. Frames, tops, bottoms and buttons were painted up in the same colour.
By far the sleekest is black. The phone appears slimmer due to the screen, side, top and bottom of the phone all being black.
White looked nice, but it made the phone look VERY wide, very plastic and very much like a toy. Same goes for the red I chose.
Surprisingly, the gold phones I ordered came out very, very nicely. The gold tone they use sits with the black very well.
Colorware really need to think about their pricing now. Paying $180-$200 to paint a $399 phone is wasteful. Paying the same amount for a $199 or less phone.. I won't be doing that.
What annoys me is that, as I ordered them from outside the U.S, the phones were around $600 a pop for the 8GB. I gave 5 of the phones out for the hard working team that works for me but in less than a month these phones are going to be thrown out!! Cheers Steve!
m55
joelmck
Posted 10:40 AM 10/6/08
yes. i love the new white iphone. And when i replace my old iphone i' going for the white.
joelmck
Gann
Posted 12:57 AM 11/6/08
@utube2007: glossy iPhone + 220 grit sandpaper = matte iPhone.
Gann
wesrubix
Posted 3:06 AM 11/6/08
The idea is to try to reduce ubiquity and mob scene ownership. A lot of people (myself included) like having something that most other people do not.
Anticipating the popularity of the new iPhone, Apple minded to give consumers an option to make their phone a little more different.
But now that I think of it, we could easily do that with different skins and cases.
So I think now I've changed my opinion a bit: because Apple did the analogous with their MacBook, so why not with the new iPhone? Charge a little more with some exclusivity on it. Except here, there isn't a premium on the color above the "higher" model.
wesrubix
alter
Posted 3:03 AM 11/6/08
white won't be with visible fingerprints
alter
berribrand
Posted 3:28 AM 11/6/08
This is like the time when silver colored cars became popular. I actually had someone tell me they were the "original" silver car colored owner in their city.
Yea, keep telling yourself that if thats what gets your rocks off. Now, silver cars look tired, old and boring.
berribrand
Fierock
Posted 4:09 AM 11/6/08
@Den Dragon: ya burnt umber would be sweet too.
Fierock
jsimondsmalamud
Posted 11:46 AM 11/6/08
i want apple to bring back titanium, from the first powerbook g4...or was it the last g3? just sayin'.
jsimondsmalamud
ernipiggy
Posted 8:31 PM 12/6/08
problem is the front part is black... yuck
ernipiggy
marcdinkel
Posted 4:51 AM 13/6/08
@alowishus: @alowishus:
+5 for using tits as an adjective. I just had a college flashback.
marcdinkel
ProsperStork
Posted 3:24 AM 13/6/08
It might be cool now, but what are we to do after labor day? Oh, right the third-gen iPhone will probably be out by then. In super-retro Apple rainbow. ------------------------------------------------------------------------------------------- The contents of this message, together with any attachments, are intended only for the use of the individual or entity to which they are addressed and may contain information that is confidential and exempt from disclosure. If you are not the intended recipient, you are hereby notified that any dissemination, distribution, or copying of this message, or any attachment, is strictly prohibited. If you have received this message in error, please notify the original sender immediately by telephone or by return E-mail and delete this message, along with any attachments, from your computer. Thank you.
ProsperStork
danno4015
Posted 12:00 PM 10/6/08
I was really hoping for matte black, or all brushed metal (no fake chrome). Of course you can add that to the list of 9 other things I was hoping for.
danno4015
uhohpolio
Posted 11:46 AM 10/6/08
ehh, ill just use this one my current iphone
[www.decalgirl.com]
I personaly think it looks better.
uhohpolio
Kprozac
Posted 10:44 AM 10/6/08
I'm getting black, but I wouldn't mind white at all. definitely back in.
Kprozac
iHuman13
Posted 9:49 AM 10/6/08
White FTW!
iHuman13