How hard is it to make a white iPhone 4?

By SteveJack

Seriously, is it really that difficult to make a white iPhone?

Apple first mentioned the elusive white iPhone 4 on June 7, 2010, promising it would be available “in either black or white” on June 24th.

Then, on June 24th, Apple issues a press release stating, “White models of Apple’s new iPhone 4 have proven more challenging to manufacture than expected, and as a result they will not be available until the second half of July.”

Okay, I can see that; a bit of a delay is understandable. Break given. Apple has much experience making Macs and iPods in many colors, and even in white, so they’ll correct the issue(s) in no time. They even made white iPhone 3G and 3GS models, so confidence should be high, right?

Uh, no. Next, on July 23rd, Apple released another statement, “White models of Apple’s new iPhone 4 have continued to be more challenging to manufacture than we originally expected, and as a result they will not be available until later this year.”

Now, we’ve jumped right from understandable straight into ridiculous territory.

But, that’s not all, folks! With “later this year” rapidly running out, Apple didn’t even bother with another press release, they just phoned up select media yesterday with the news that the white iPhone won’t arrive “until spring 2011.”

Yeah, right. Hey, did you enjoy your trip from ridiculous to WTF-land?

Let’s pause to recap:
• June 7, 2010: White iPhone 4 coming June 24th.
• June 24, 2010: White iPhone 4 coming “second half of July.”
• July 23, 2010: White iPhone 4 coming “later this year.”
• October 26, 2010: White iPhone 4 coming “spring 2011.”

Listen, I don’t want a white iPhone. I prefer my iPhones in black (luckily, it turns out). Because I’m a man. But, for you ladies who’ve been waiting patiently for a white iPhone, I simply have to call ’em like I see ’em. So, as I would with any other lesser company, I must point out that Apple has failed miserably here. Who’s in charge of this white iPhone fiasco? Who planned the materials, did the testing, approved the samples, and set up the availability timeline? Steve Ballmer?

There’s no other way to look at it: Microsoftian is what this is; a laughable comedy of errors. Obviously even Apple is embarrassed, and rightfully so, hence the lack of a third press release announcing their inexplicable inability to produce an iPhone 4 in white.

It shouldn’t be this hard, Apple. It really shouldn’t.

SteveJack is a long-time Macintosh user, web designer, multimedia producer and a regular contributor to the MacDailyNews Opinion section.

102 Comments

  1. I think this is a situation where  should publicly state the reasons for the delay. People will be a lot more understanding if they know why the white iPhones are delayed.

    As an aside,  sold tens of millions of iPhones, all in black. I wonder how many they would have sold if both colours had been available from the get-go?

  2. I think this is a situation where  should publicly state the reasons for the delay. People will be a lot more understanding if they know why the white iPhones are delayed.

    As an aside,  sold tens of millions of iPhones, all in black. I wonder how many they would have sold if both colours had been available from the get-go?

  3. Can I hear a vote for green??? Oh wait, multiple colors might become the focus at that point, not the phone itself. That would make Apple like every other handset maker at that point. Never mind Apple, I’ll just buy a black iPhone and get a 3rd party green cover. You keep making the phone better.

  4. Can I hear a vote for green??? Oh wait, multiple colors might become the focus at that point, not the phone itself. That would make Apple like every other handset maker at that point. Never mind Apple, I’ll just buy a black iPhone and get a 3rd party green cover. You keep making the phone better.

  5. The problem, apparently, according to Cult Of Mac is that the white plastic is somewhat translucent and causes significant problems with the camera and its exposure capability. The images are basically overexposed because the white case allows light to “leak” in and distort the sensor.

  6. The problem, apparently, according to Cult Of Mac is that the white plastic is somewhat translucent and causes significant problems with the camera and its exposure capability. The images are basically overexposed because the white case allows light to “leak” in and distort the sensor.

  7. Dear SteveJack, I find your comments extremely distasteful and offensive, saying that black is for guys and white is for ladies. Are you living in the 19th century? Masculine Macho Men can prefer white too, it’s a much more aesthetically pleasing color, more appeasing, and more beautiful. I’m a guy, and I would rather eat my own fingers than buy a black electronic device. I will wait patiently for the white iPhone 4 for as long as it takes. (I own a white iPhone 3GS, a white Playstation 3, a white projector, white speakers, a white iPod, a white headset).

  8. Dear SteveJack, I find your comments extremely distasteful and offensive, saying that black is for guys and white is for ladies. Are you living in the 19th century? Masculine Macho Men can prefer white too, it’s a much more aesthetically pleasing color, more appeasing, and more beautiful. I’m a guy, and I would rather eat my own fingers than buy a black electronic device. I will wait patiently for the white iPhone 4 for as long as it takes. (I own a white iPhone 3GS, a white Playstation 3, a white projector, white speakers, a white iPod, a white headset).

  9. The design of a white iPhone starts with J. Ives department. Apple engineers should have prototypes of how the phone will look, mockups based on actual manufacturing techniques. This is where the problem started. Either the engineers weren’t paying attention or they were given bad information from the manufacturer.

    White on glass can be very translucent if shortcuts are taken. Opacity probably equals more money in manufacturing costs – extra coats of ink/paint. Someone(s) are trying to do this a cheaply as possible. It will be an embarrassment to Apple if they don’t figure this out soon and not increase the cost of the white version.

    As others have suggested, change the color of the home button. White, opaque plastic will not match glass back painted with white. Silver or chrome to match the Apple logo on the back?

  10. The design of a white iPhone starts with J. Ives department. Apple engineers should have prototypes of how the phone will look, mockups based on actual manufacturing techniques. This is where the problem started. Either the engineers weren’t paying attention or they were given bad information from the manufacturer.

    White on glass can be very translucent if shortcuts are taken. Opacity probably equals more money in manufacturing costs – extra coats of ink/paint. Someone(s) are trying to do this a cheaply as possible. It will be an embarrassment to Apple if they don’t figure this out soon and not increase the cost of the white version.

    As others have suggested, change the color of the home button. White, opaque plastic will not match glass back painted with white. Silver or chrome to match the Apple logo on the back?

  11. SteveJack…I’m usually in agreement with you on all things (even political, if you are the Reaganite at this company). However, I’m no lady, not even gay (or questionable so at that), yet the white iPhone 4 beckons the soul. When I see the mockups, as there are none out in the wild, I know that’s the one I want. Black ones up till now, but the white… Ah it’s like a big chunk of Swiss white chocolate. Pure as the wind-driven snow ” width=”19″ height=”19″ alt=”wink” style=”border:0;” />

  12. SteveJack…I’m usually in agreement with you on all things (even political, if you are the Reaganite at this company). However, I’m no lady, not even gay (or questionable so at that), yet the white iPhone 4 beckons the soul. When I see the mockups, as there are none out in the wild, I know that’s the one I want. Black ones up till now, but the white… Ah it’s like a big chunk of Swiss white chocolate. Pure as the wind-driven snow ” width=”19″ height=”19″ alt=”wink” style=”border:0;” />

  13. Apple don’t have to tell anyone why the white phone is not ready. They are certainly not going to give technical reasons.

    Fact is this happens in manufacturing. It could be due to a camera issues as “BMW” suggests or simply they can’t get it white enough and stay white (the color could yellow with age and heat).

    It makes sense to withdraw it at this point until they know they have a stable solution.

  14. Apple don’t have to tell anyone why the white phone is not ready. They are certainly not going to give technical reasons.

    Fact is this happens in manufacturing. It could be due to a camera issues as “BMW” suggests or simply they can’t get it white enough and stay white (the color could yellow with age and heat).

    It makes sense to withdraw it at this point until they know they have a stable solution.

  15. “Aye, Mr. Starbuck. Aye, my hearties all. It was Moby-Dick that dismantled me, that reaped off my leg like a mower a blade of grass and left me with this dead stump I stand on. For forever and a day I shall chase that white whale. “

  16. problem, apparently, according to Cult Of Mac is that the white plastic is somewhat translucent and causes significant problems with the camera and its exposure capability. The images are basically overexposed because the white case allows light to “leak” in and distort the sensor.

    Do you mean “glass?” The front and back of iPhone 4 are glass.

    Seriously, isn’t there such a thing as opaque white paint? If it’s opaque, no matter what color it is, light doesn’t leak through it.

  17. problem, apparently, according to Cult Of Mac is that the white plastic is somewhat translucent and causes significant problems with the camera and its exposure capability. The images are basically overexposed because the white case allows light to “leak” in and distort the sensor.

    Do you mean “glass?” The front and back of iPhone 4 are glass.

    Seriously, isn’t there such a thing as opaque white paint? If it’s opaque, no matter what color it is, light doesn’t leak through it.

  18. I see, your suggestion is for Apple to release something that does not give the customer complete satisfaction. How Microsoftian of you. Review Steve Jobs’ interview at the last All Things Digital conference and note his discussion about “just settling” for less than the best. Stop whining.

  19. I see, your suggestion is for Apple to release something that does not give the customer complete satisfaction. How Microsoftian of you. Review Steve Jobs’ interview at the last All Things Digital conference and note his discussion about “just settling” for less than the best. Stop whining.

  20. I have seen hundreds of men with white iPhones. I loved my white 3GS, and the only reason I have a black 4 is because I wanted a 4 on day one. Men who need to assert their masculinity in such trivial venues are generally insecure.

  21. I have seen hundreds of men with white iPhones. I loved my white 3GS, and the only reason I have a black 4 is because I wanted a 4 on day one. Men who need to assert their masculinity in such trivial venues are generally insecure.

  22. What irks me so much about this is, I waited and waited for the White iPhone (I’m a man and I prefer white), and now my upgrade cycle is busted. I either have to wait for the iPhone 5, or upgrade now, and I won’t be able to upgrade to the iPhone 5 when it debuts in the summer.

    Thanks a lot Apple. This is inexcusable and kind of a big deal to some folks.

  23. What irks me so much about this is, I waited and waited for the White iPhone (I’m a man and I prefer white), and now my upgrade cycle is busted. I either have to wait for the iPhone 5, or upgrade now, and I won’t be able to upgrade to the iPhone 5 when it debuts in the summer.

    Thanks a lot Apple. This is inexcusable and kind of a big deal to some folks.

  24. I’m thinking all the very important thinkers who choose to weigh in on this problem should include references to their engineering degrees and decades of work experience.

    The announcement was a mistake. End.

  25. I’m thinking all the very important thinkers who choose to weigh in on this problem should include references to their engineering degrees and decades of work experience.

    The announcement was a mistake. End.

  26. SteveJack, sorry man, but for all that you know, there’s alot that you THINK you know.

    You sound like a ranter, slinging your rant around with unfounded cause like a monkey flings poo at a zoo window.

    This isn’t an Apple issue, it’s a manufacturing issue. Apple is not the manufacturer, they are the client who puts in the order. When you have expectations of perfection, like Apple, manufacturers must do it right! This isn’t an engineering issue, this isn’t a design issue, it’s a color issue.

    Does Apple want to work by Apple standards, or by Dell and MS standards? If you have to extend your timeline 10 times, I don’t care as long as the finish product in my hand is what I expect when I purchase an Apple product.

    the end.

  27. SteveJack, sorry man, but for all that you know, there’s alot that you THINK you know.

    You sound like a ranter, slinging your rant around with unfounded cause like a monkey flings poo at a zoo window.

    This isn’t an Apple issue, it’s a manufacturing issue. Apple is not the manufacturer, they are the client who puts in the order. When you have expectations of perfection, like Apple, manufacturers must do it right! This isn’t an engineering issue, this isn’t a design issue, it’s a color issue.

    Does Apple want to work by Apple standards, or by Dell and MS standards? If you have to extend your timeline 10 times, I don’t care as long as the finish product in my hand is what I expect when I purchase an Apple product.

    the end.

  28. Black. Because I’m a man. White. Because you’re a woman.

    Thinking like that, makes you anything but a man.

    This cannot stand. It’s controversial, but in an ignorant, low-hanging-fruit sort of way, and if this piece isn’t sucked up into the blog vortex by noon, then it’s obvious no one really cares, outside of this site, what its self-ordained Apple evangelist thinks.

    Of course, I could be wrong and it is just my opinion. Most would tell me to lighten up and that’s fine but, I still think low hanging fruit.

  29. Black. Because I’m a man. White. Because you’re a woman.

    Thinking like that, makes you anything but a man.

    This cannot stand. It’s controversial, but in an ignorant, low-hanging-fruit sort of way, and if this piece isn’t sucked up into the blog vortex by noon, then it’s obvious no one really cares, outside of this site, what its self-ordained Apple evangelist thinks.

    Of course, I could be wrong and it is just my opinion. Most would tell me to lighten up and that’s fine but, I still think low hanging fruit.

  30. Can we say Verizon?! Why would it make sense to make two different versions this close to a Verizon release? It wouldn’t! Apple will put all their manufacturing efforts into the new Verizon version that will run on the two largest US wireless companies networks.

  31. Can we say Verizon?! Why would it make sense to make two different versions this close to a Verizon release? It wouldn’t! Apple will put all their manufacturing efforts into the new Verizon version that will run on the two largest US wireless companies networks.

  32. “Apple didn’t even bother with another press release, they just phoned up select media yesterday with the news that the white iPhone won’t arrive “until spring 2011.””

    Is it because you were not one of the select media to be given the news?

    Whatever it is, this post sounds like whining and you don’t say what Apple could have done. Why don’t you spell out what Apple should have done? For example:

    1. Say the color of the home button doesn’t match the rest of the phone, say the phone turns yellow after 2 months of use, you want Apple to release the phone knowing this? They already got enough press for the antennagate issue.

    2. Apple should do a press release that there will NOT be a white iPhone 4. May be this is straight-forward and they can concentrate on the problem getting it resolved on time for iPhone 5.

    If your article had called for Apple to simply do the latter, it would have been great. But, this article is merely a rant – for something that you don’t want,

  33. “Apple didn’t even bother with another press release, they just phoned up select media yesterday with the news that the white iPhone won’t arrive “until spring 2011.””

    Is it because you were not one of the select media to be given the news?

    Whatever it is, this post sounds like whining and you don’t say what Apple could have done. Why don’t you spell out what Apple should have done? For example:

    1. Say the color of the home button doesn’t match the rest of the phone, say the phone turns yellow after 2 months of use, you want Apple to release the phone knowing this? They already got enough press for the antennagate issue.

    2. Apple should do a press release that there will NOT be a white iPhone 4. May be this is straight-forward and they can concentrate on the problem getting it resolved on time for iPhone 5.

    If your article had called for Apple to simply do the latter, it would have been great. But, this article is merely a rant – for something that you don’t want,

  34. SteveJack maybe you should take into account the level of sales of white iPhone sales compared to those that are black higher volume means more attention to one or the other most people don’t want white. Secondly I would think in order to make white iPhones it would mean a halt in production of black to set the machines for production of white iPhones not happening considering the volume of black ones they already sell. Think of it like this here’s an example. I’m a lefty and I’m a musician of sorts well when I go to the guitar store for example I can see 2 guitars 1 for the rightys & 1 for the leftys same model same color. Well sure I want the lefty one but guess what? It’s like $100.00 more! Why, well because it’s considered a speciality item. Or what about notebooks for leftys so my wrist isnt sitting on the spring I could go on… Bottom line majority wants black iPhones so that’s what apple focuses on   . Honestly I can’t understand why white?!? They look horrid if I had this elusive white iPhone I’d sell it and get a black myself they look cleaner and more professional. 

  35. SteveJack maybe you should take into account the level of sales of white iPhone sales compared to those that are black higher volume means more attention to one or the other most people don’t want white. Secondly I would think in order to make white iPhones it would mean a halt in production of black to set the machines for production of white iPhones not happening considering the volume of black ones they already sell. Think of it like this here’s an example. I’m a lefty and I’m a musician of sorts well when I go to the guitar store for example I can see 2 guitars 1 for the rightys & 1 for the leftys same model same color. Well sure I want the lefty one but guess what? It’s like $100.00 more! Why, well because it’s considered a speciality item. Or what about notebooks for leftys so my wrist isnt sitting on the spring I could go on… Bottom line majority wants black iPhones so that’s what apple focuses on   . Honestly I can’t understand why white?!? They look horrid if I had this elusive white iPhone I’d sell it and get a black myself they look cleaner and more professional. 

  36. “Listen . . . I prefer my iPhones in black . . . Because I’m a man. But, for you ladies who’ve been waiting patiently for a white iPhone….”

    REALLY?!? That was definitely a “trip from ridiculous to WTF-land”. And, no, I did not like it. I’m assuming you have a lot of issues.

  37. “Listen . . . I prefer my iPhones in black . . . Because I’m a man. But, for you ladies who’ve been waiting patiently for a white iPhone….”

    REALLY?!? That was definitely a “trip from ridiculous to WTF-land”. And, no, I did not like it. I’m assuming you have a lot of issues.

  38. This article is not merely a rant. The issue isn’t about Apple delaying a product until they are able to get it right; the problem is with them making promises that they are not in a position to deliver. We have come to expect this Microsoft, even AT&&T. We expect better from Apple.

  39. This article is not merely a rant. The issue isn’t about Apple delaying a product until they are able to get it right; the problem is with them making promises that they are not in a position to deliver. We have come to expect this Microsoft, even AT&&T. We expect better from Apple.

  40. Read the same Cult of Mac article and have to say that the color white can be very tricky in the transmission of light. Paint in general can be made of most anything, but paint used on houses/buildings are not the same as those used on glass. House paint usually contain some kind of metal (most recently ceramic) particles that is used to block light transmission and reflect light thus keeping the house cooler and allows the paint to stay in its original color shade for longer period of time. But those kinds of paint drys in thick layers. In regards to paint used on glass, they do not have this added particle to block light transmission and can be layered on very thinly. Light transmission is highly dependant upon the color. Obviously, black paint is best at absorbing light, while white will allow a lot of light transmission.
    A couple of ways I could see them solving this light transmission problem would be to make the glass thinner and apply a thicker coating of paint. But this would present an increase in the problem of glass breakage. Another possible solution would be to eliminate the paint and use a dense plastic in two layers. The top later would be white and the bottom later could be black. This would then cause the white coloring to be uneven. One more possible solution would be to surround the LED flash with a thin metal cylinder and sink the LED a little deeper into the casing. This could help alleviate the light tranmission problem from the flash and thereby solving the overexposure problem. But this will alter the design and possible look of the iPhone to a very small degree.
    Well that’s my 2 cents worth.

  41. Read the same Cult of Mac article and have to say that the color white can be very tricky in the transmission of light. Paint in general can be made of most anything, but paint used on houses/buildings are not the same as those used on glass. House paint usually contain some kind of metal (most recently ceramic) particles that is used to block light transmission and reflect light thus keeping the house cooler and allows the paint to stay in its original color shade for longer period of time. But those kinds of paint drys in thick layers. In regards to paint used on glass, they do not have this added particle to block light transmission and can be layered on very thinly. Light transmission is highly dependant upon the color. Obviously, black paint is best at absorbing light, while white will allow a lot of light transmission.
    A couple of ways I could see them solving this light transmission problem would be to make the glass thinner and apply a thicker coating of paint. But this would present an increase in the problem of glass breakage. Another possible solution would be to eliminate the paint and use a dense plastic in two layers. The top later would be white and the bottom later could be black. This would then cause the white coloring to be uneven. One more possible solution would be to surround the LED flash with a thin metal cylinder and sink the LED a little deeper into the casing. This could help alleviate the light tranmission problem from the flash and thereby solving the overexposure problem. But this will alter the design and possible look of the iPhone to a very small degree.
    Well that’s my 2 cents worth.

  42. If the problem is light leakage, the solution is easy… Put an aluminized mirror coating on the entire back of the white glass back panel. That blocks all light transmission and makes the white whiter. It’s also known and simple tech.

  43. If the problem is light leakage, the solution is easy… Put an aluminized mirror coating on the entire back of the white glass back panel. That blocks all light transmission and makes the white whiter. It’s also known and simple tech.

  44. Apple makes products of a complexity that flies a little bit above the blogger/troll “how hard can it be?” mantra. If the details were explained to you, you’d probably be struck retarded instantly. Which isn’t to say that spew of an article is far off.

  45. Apple makes products of a complexity that flies a little bit above the blogger/troll “how hard can it be?” mantra. If the details were explained to you, you’d probably be struck retarded instantly. Which isn’t to say that spew of an article is far off.

  46. You sure have a strong opinion for something you are completely ignorant of. Apple doesn’t have a string of failures and broken promises, this white iPhone thing is an anomaly.

    My guess is that the issues that plague it (and the current notion that it has to do with light leaks adversely affecting photos seems quite plausible) probably seemed initially rather minor, but simply turned out to be a much larger problem as they worked for a resolution.

    You assert that it simply cannot be that hard to produce a white iPhone. I would say that if Apple is having this much trouble doing it, then it must in actuality be exceedingly difficult. I’d say that until YOU successfully design, engineer, and produce a production run of white iPhones you should probably keep these ignorant assertions to yourself.

    As is you come off as an arrogant ass… if this article had been written outside of MDN then it would have been ripped apart for the self-serving, hit whoring maneuver that it really is.

    Weak…

  47. You sure have a strong opinion for something you are completely ignorant of. Apple doesn’t have a string of failures and broken promises, this white iPhone thing is an anomaly.

    My guess is that the issues that plague it (and the current notion that it has to do with light leaks adversely affecting photos seems quite plausible) probably seemed initially rather minor, but simply turned out to be a much larger problem as they worked for a resolution.

    You assert that it simply cannot be that hard to produce a white iPhone. I would say that if Apple is having this much trouble doing it, then it must in actuality be exceedingly difficult. I’d say that until YOU successfully design, engineer, and produce a production run of white iPhones you should probably keep these ignorant assertions to yourself.

    As is you come off as an arrogant ass… if this article had been written outside of MDN then it would have been ripped apart for the self-serving, hit whoring maneuver that it really is.

    Weak…

  48. I just bought an iPhone, black of course. However the first thing I bought before Ieft the shop was an off white case. I have poor eyesight and would never find a black object if I did not know excatly where I put it.
    I hate how so many products are black, like DVD/BluRay Players with black Remote Controls. I even have an oven with black knobs with no visible markings to show where you are setting the time/femp etc – just an indent.
    Incidently I am very impressed with my iPhone. I updated from a Sony Ericsson.

  49. “Aye, Mr. Starbuck. Aye, my hearties all. It was Moby-Dick that dismantled me, that reaped off my leg like a mower a blade of grass and left me with this dead stump I stand on. For forever and a day I shall chase that white whale. “

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