IMPORTANCE OF IPHONE 4 WHITE

                                       

On the day Apple debuted the oft-delayed white-colored iPhone 4, the company's marketing department gave a nod to the product's troubled history. "Finally," read the big headline Thursday above a picture of the elusive white phone on the homepage of Apple.com. The white model was supposed to ship alongside the black one at the iPhone 4's launch last June. But design and manufacturing complications delayed the process by 10 months, catching Apple off guard, executives say.

As CNN reported last month, earlier test models of the white iPhone 4 produced blurry photos, especially when the flash was used. Its whiteness confused the proximity sensor, which detects when the phone is held next to someone's head and turns off the touchscreen to preserve battery life and prevent apps from being opened accidentally.

These issues weren't present in older iPhones that came in white because they didn't have flash photography; the proximity sensor was unaffected because the front side of previous models was black. The iPad 2 also lacks a flash, and few people attempt to hold a tablet up to their heads.

Philip Schiller, Apple's chief marketing executive, described the white iPhone 4's development as "challenging" in an interview this week with the website All Things Digital. "We thought we were there a year ago, or less than that, when we launched the iPhone 4, and we weren't," Schiller said in that interview. "It's not as simple as making something white. There's a lot more that goes into both the material science of it -- how it holds up over time...but also in how it all works with the sensors."

In an Apple statement this week, Schiller said: "We appreciate everyone who has waited patiently while we've worked to get every detail right." Ticonderoga Securities analyst Brian White predicts that the white model could help drive sales of Apple's phones. He says Apple could sell 1 million to 1.5 million every three months until the next iPhone model is unveiled, which is expected to be this fall.
                                     
"This delay has created a certain mystique and scarcity value around the 'white' iPhone 4," White wrote in a report. "The purchase of consumer electronic devices is not always a completely rational decision, and people buy Apple products for many different reasons, including status, aesthetics, functionality, quality and the 'cool factor.'"

Even Apple CEO Steve Jobs appears to be aware of the fuss surrounding white models of his company's gadgets. Last month Jobs made a subtle joke when he unveiled the iPad 2, which comes in both white and black. For the iPad 2, "we'll be shipping white from Day One," he said with emphasis, to laughs from the audience.

Forty-five people were lined up at Apple's flagship New York store Thursday morning to buy white iPhones, according to a CNNMoney report. They joined the others who were waiting for a shot at the limited supply of iPad 2s, a product that's still drawing morning crowds seven weeks after its release. Our long, national nightmare is finally over. After months of delay, the white iPhone 4 is finally on sale. The iPad 2 is also now available in Japan.

The white version of the popular Apple smartphone is now available via Apple.com, Apple retail stores, AT&T and Verizon, as well as retailers like Target and Best Buy.
The white iPhone 4 was supposed to be available last year when its black counterpart was released, but it was vaporware until today. Apple acknowledged the delay on its Web site with a simple note. "Finally. The amazing white iPhone 4. Now available in white," reads the tagline above an image of the device. Customers can now place orders online. There is a slightly longer wait for the white one: it will ship in 3 to 5 business days, whereas the black one will ship within 24 hours.

In a FAQ on its Web site, Best Buy said it is now accepting pre-orders for the white iPhone 4. Buyers will have to put down a $50 deposit, which will be applied to a Best Buy gift card, though that gift card does not have to be used to buy the iPhone. Pre-ordering at Best Buy reserves a person's place in line. "While most pre-orders will be fulfilled on launch day, some will not be able to be fulfilled until additional inventory is received," the store said.

If you bought a black iPhone 4 in the last 30 days at Best Buy, you can exchange it for a white one; Reward Zone Premier Silver members have 45 days. Target Mobile centers, meanwhile, are also selling the white iPhone 4 starting today. Those with an iPhone 3GS can trade in their device and receive up to a $150 credit toward the purchase of a white iPhone 4 or other Target merchandise. See Target's trade-in site for an instant quote about the value of your smartphone.

Apple's Phil Schiller, meanwhile, spoke to All Things D this week about the challenges involved in making the white iPhone 4. "It's not as simple as making something white. There's a lot more that goes into both the material science of it–how it holds up over time ... but also in how it all works with the sensors," he said. White iPhones also need protection from UV rays, Schiller said.

The iPad 2, meanwhile, is now on sale in Japan. The tablet made its debut in the U.S. on March 11 and Apple expanded distribution to 25 additional countries on March 25. That was supposed to include Japan, but after the devastating earthquake and tsunamis, Apple decided to delay the launch. "We are delaying the launch of the iPad 2 in Japan while the country and our teams focus on recovering from the recent disaster," Apple said at the time. According to the Wall Street Journal, fans are already lined up in Japan in the hopes of nabbing an iPad 2. Starting on Friday, the iPad 2 will also be available in Hong Kong, Korea, Singapore, India, Israel, Macau, Malaysia, Philippines, South Africa, Turkey, and UAE.

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