Apple Says White Is Cool Again... But Is It?

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]

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