White iPhone 4

The white iPhone 4 is probably launching tomorrow. I say probably because you wouldn't know it from Apple. After being announced and showcased at WWDC 2010 -- some 10 months ago -- and then being delayed, delayed again, and unceremoniously removed from every product and store page since, the white iPhone 4 is yet to return. You can't see it on Apple.com. You can't find it for pre-order at Apple Online. Apple hasn't even seen fit to put out a press release saying the white iPhone 4 is finally going on sale tomorrow.

Could everyone have gotten it wrong and Apple isn't going to pull the trigger tomorrow or this week even? We've seen the white iPhone 4 show up in online inventory systems in Europe, the US, and Canada. We've seen reports of the actual boxed devices arriving at resellers -- even getting sold prematurely. Given that's why Apple doesn't like unreleased products sitting in uncontrolled inventory, it's hard to imagine it not going on sale and soon.

Could Apple be embarrassed it took so long and just want to get the white iPhone 4 out the door with as little fuss and attention as possible? Apple is a company, not a person. They don't have emotions, they have sales goals. Not announcing is not how you move product, especially not product you've spent significant time and money to bring to market. Especially not product that a percentage of your customer base has been waiting for.

Could Apple simply not want hype or crowds or excitement or lines this time? Given the difficulty in bringing the white iPhone 4 to market, could they not have ramped up production capacity? We've seen with previous launches that Apple doesn't like to send potential customers home disappointed. By not announcing the release they limit the amount of people who know about it, artificially constraining demand to meet existing supply.

I'll be heading over to my local Apple Store tomorrow. Hopefully there will be some white iPhones for sale. Hopefully there will be enough if a lot of you folks do likewise (though it doesn't look like you're planning on it.

Rene Ritchie

Editor-in-Chief of iMore, co-host of Iterate, Debug, Review, The TV Show, Vector, ZEN & TECH, and MacBreak Weekly podcasts. Cook, grappler, photon wrangler. Follow him on Twitter and Google+.

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There are 43 comments. Add yours.

Tom says:

Now, THAT would be spiffy! Perhaps a bright green one too.

FLskydiver says:

Royal blue for me. Not that sissy blue they made the bumpers out of.

jayydoggy says:

I'll take one of those too. 

Ron says:

Why don't we just wait and see. Talk about beating a dead horse.

reason says:

I care about white iphones as much as i care about certain english weddings. interpret that how you will. :)

Greg Foster says:

i might go white for iphone 5 but other than that, i'm not really concerned. i like the way the white and silver look together...

LozBlanko says:

That would be a show stopper... Suddenly launch the whole suite of iPod Nano colours.

Carioca32 says:

Artificially constraining demand to meet existing supply? Rene, you seriously think that? That Apple would throw a half-baked product launch at a random date just to meet an unknown demand that might as well fail to materialize?
Don't you think that it would be a complete fail from the post-Jobs Apple.

Alex says:

I'll take a navy blue one :D

MattyFresh says:

OMG Talk about broken record no one held out for the white and if they say they did there lying iam so tired of these boring stories that have no info just to get more people to hit the sight you should be ashamed

nebula says:

Seriously? Who the heck cares about the damned White iPhone 4? I used to when they announced it. Now it is just a big joke. There's almost a post every freaking day about it on here as of lately.

julevi says:

I couldn't care less at this point. I'll decide on white or black when the 6 comes around

kmiahali says:

Promo code for Geom-a-tree: XTYRNXL9WKF4
Not spam, whoever wants, can have it!

Frank says:

White iPhone? Can't care. Tried but can't.

Josh says:

I'll take one in espresso brown with LTE -_-

matthew says:

Tbh I don't even think it looks that good on white the black one looks like an iPhone, just as I don't like the white iPad 2 it doesn't look like an iPad to me

Enrique says:

You know when I would've cared, Apple?? Try about 10 months ago!!!!!!

JhonnyC says:

Can I has smart cover on my iPhone?

Romeo says:

to nebula:
I have an iPhone 3G, bought it on launch day. I pre-ordered the white i4 last year and have been out of contract for a year now. I still am using the old and slow 3G as I REFUSE to buy the black i4. Yes, I AM A HOLD OUT and have been waiting a LONG time to get the white i4.

j00w00t says:

Might as well wait for the iPhone 5 at this point. You've waited this long, as have I. Yes, I am still using my 3G…

MattC says:

I'm still massively surprised there's not iPod-esque various colours by now.

Romeo says:

Since the i5 isn't coming out until November-ish, I can't wait ANOTHER six months on top of the ten I've already waited for. My 3G has to be charged three times a day and is exceptionally slow. I'm at my breaking point with it and am glad to get the white i4 as soon as it launches (it better be tomorrow).

EagleyeSmith says:

Just wait at least till the summer to see what they're actually going to do. You've waited this long, whats a few more months? It's a win win, in two months you'll either have an iPhone 4 or 5. Still, you won't have a 3G and you'll be better off.

Todd the Bod says:

Funny how many people can't care less and accuse sites like this of making up stories to increase pageviews bit still take the time to read them and post comments.

Mio_Ray says:

It has been confirmed in DK. (just past midnight) So I guess it is for real this time

Jonblaze says:

I will buy the cocaine white i4

Homer Simpson says:

If this is indeed true, why would they release it so late in the yearly product cycle? Either the iPhone 5 is not be much of an upgrade or Apple thinks it's iSheep will buy anything they release. Not me. I'll wait for iPhone 6.

TFausett says:

Yeah please let this be the last post about the white iPhone 4.

Lol says:

Sooo what happens when you walk into the store, ask for a white iPhone, and then realize you shouldn't assume anything?

brownat89 says:

I can see them releasing it just based on the fact that they said it'd be available this spring. Also, it's possible that this one may become the $49-99 iPhone come the refresh.

paulrkiii says:

This is apples way to keep people happy if the rumor to the i5 being releases later than past iPhones....

Limegrntaln says:

iPhone 5 will be out soon. I waited for this a few weeks. Now its dust.

paultaylor206727 says:

Definitely, waiting for the iPhone 5. With high hopes it won't be white or have a glass back!

Jentino says:

If they made Red ferarri iPhone 4, i can't resist it. The hell with iPhone 5/4s..

cardfan says:

Seems like the bloggers care more about making this nonstory stick around..

Steve says:

Please update the story
1 there is a press release
2 It's on mac.com already. (Frontpage)
3 Apple is not embarrassed :-)

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